Attitudes of Polish consumers toward sustainable logistics – pilot studies

Purpose: The main objective of this article is to identify and analyze the attitudes of Polish consumers toward practices related to sustainable logistics. Design/methodology/approach: The results will be based on empirical research concerning attitudes toward practices related to sustainable logistics in a research sample of 130 consumers. The research was conducted in November 2023 and covered the entire area of Poland. Findings: The vast majority of respondents are positive when assessing their ecological attitude. Therefore, they have specific preferences in the field of urban transportation. Most often they use electric bicycles or scooters. In addition, they prefer goods to be delivered to parcel machines. They appreciate when shipments are combined into one delivery or the switching of paper transport documents into electronic ones. Priority solutions in sustainable logistics include, in the opinions of consumers, organizing intelligent and ecological warehouses and modernizing the transport fleet. In addition, almost half of the respondents assessed that they are aware of greenwashing in the logistics industry and in their opinion the phenomenon is mainly manifested by the abuse of not insignificant formations in the field of sustainable development. Research limitations/implications: Among the limitations of the research are the small sample size of the empirical study, as well as the limited nature of the survey questionnaire. Practical implications: This research has provided a lot of practical information that can be used in the business environment. Firstly, companies knowing consumer preferences can better adjust their marketing strategies to meet expectations, as well as develop more attractive product offerings. In addition, the research points to the need for public campaigns to educate consumers about sustainable logistics, as well as greenwashing. Social implications: This research can be a systemic shift toward more environmentally and socially responsible practices in both the private and public sectors. By influencing public attitudes, corporate behavior, policy development, and quality of life, it can contribute to building a more sustainable and resilient society for future generations. Originality/value: Up-to-date knowledge of consumer attitudes toward sustainable logistics activities is particularly important for both the business and government communities.