Customer Willingness to Trade Convenience for Sustainability in Quick Commerce

In the dynamic and convenience - driven landscape of quick commerce, balancing environmental sustainability with consumer expectations poses a growing challenge. This study explores the impact of sustainability attitudes and willingness to trade delivery speed on customers’ preference for green delivery options. Using a quantitative research design and SPSS-based modelling, data were collected from 182 respondents through structured questionnaires. Key constructs including Sustainability Attitudes, Willingness to Trade-off Convenience, and Green Delivery Preference were analysed using Multinomial Logistic Regression, Cluster Analysis, and Structural Equation Modelling (SEM). The findings reveal that consumers with stronger environmental values are significantly more likely to accept trade-offs in delivery speed, which in turn positively influences their likelihood of selecting sustainable delivery alternatives. Mediation analysis confirms that Willingness to Trade-off acts as a crucial pathway between environmental attitudes and green preferences. The model’s reliability and validity were validated through Cronbach’s Alpha, KMO, and AVE measures. The study highlights the importance of environmental awareness and perceived trade-off tolerance in shaping consumer decision-making. It offers strategic insights for platform designers, marketers, and policymakers seeking to promote eco-conscious behaviours in digital retail ecosystems.