Abstract: Purpose: In recent years, consumers of all ages have developed an increased awareness of green consumption based on the ongoing discussions of climate change and sustainability policies. Logistics activities such as the transport, packaging and waste management of goods cause substantial environmental harm which can be influenced by the consumers. This paper aims to study the value of green logistics in consumers’ decisions, revealing the differences between the younger (17 to 30 years) and the older generation (31 to 69 years), as well as to develop recommendations for promoting green logistics activities. Design/methodology/approach: We conducted three online surveys: the first with consumers of all ages (n = 1,001); the second, based on the results of the first survey, with consumers of all ages (n = 1,017); and the third with a specific focus on younger consumers (n = 119). Survey I identified generational differences, while survey II built on these results and expanded the set of variables with communication aspects regarding green logistics. Survey III specifically focused on the younger generation's decisions and willingness to pay. Findings: The findings show that both generations are generally interested in green logistics, with a higher willingness to pay for green logistics among younger consumers. In addition, the younger generation requires a higher level of information regarding green logistics behind a product. Originality: This study extends our knowledge about the value of green logistics in end consumer decisions (B2C context) since previous studies focused on green logistics B2B relations. This study is one of few studies elaborating on the intergenerational differences in the value attributed to green logistics. Moreover, we provide practical and policy recommendations to support the integration of green logistics activities in consumer decisions.
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