Exploring the circular last mile: reusable packaging in home delivery of food and groceries using a design science approach

The market for home deliveries of food and groceries has been growing in the last years, and with it so have the associated environmental impacts: emissions from the delivery routes, energy for the cold chain and packaging waste are some of the main concerns. The purpose of this paper is to contribute with knowledge to support the development and implementation of circular retail supply chains, with focus on customer involvement and logistics operations in home deliveries of food and groceries. This study is based on a design science approach that follows three main steps: (1) development of the ‘circular delivery concept’ (i.e., the artefact), (2) field-test in real-life conditions and (3) key-learnings and implications on theoretical, managerial, and policy domains. The feedback from the actors involved in the concept (customers, production/warehouse staff, delivery drivers and e-tailer management) was collected through semi-structured interviews, observations, and workshops. Results show potential of the circular delivery concept at test, with customers and delivery drivers recognising positive aspects and a good potential from the new setting. The warehouse staff and the management board, were, however, sceptical of the concept and expressed concerns on the practicability to scale it up because of the challenges in operationalising it in the warehouse. The main barriers found in this study relate to the need to implement new processes for circular supply chains in efficient and cost-effective ways, and to get customers more actively involved and to assume their responsibilities. For the latter, the added value needs to be conveyed more clearly and pragmatically so that the customer recognises its value as obvious and clear. Managerial and policy implications were deduced, as well as theoretical implications that contribute to the theory of consumption value.