Samhälleliga implikationer

Studiens resultat belyser de faktorer som var beslutsgrundande för kunder när de valde inköpsplattform av livsmedel, vilket berör både e-handelsbutikerna och de fysiska livsmedelsbutikerna i samhället, samt konsumenterna. Om företagen utvecklar sina strategier kan de nå ut med sina värdeerbjudanden till en bredare målgrupp, vilket gynnar företagen både kortsiktigt och långsiktigt.

GenY är en krävande generation, vilket gör att handelsföretagen behöver vara anpassningsbara och erbjuda produkter och tjänster som upplevs värdeskapande. Om företaget levererar ett värdeerbjudande som innebär en ökad tillgänglighet av hemleveranser, når de en större målgrupp och får fler kunder. Det resulterar i att företaget förbättrar sin lönsamhet. En ökad tillgänglighet skulle innebära att företaget erbjuder hemleveranser mer frekvent än vad de gör idag. Fler hemleveranser leder till ytterligare utsläpp och skulle därför få en negativ miljöpåverkan. Vidare behöver företagets miljöpåverkan sättas i relation till kundernas miljöpåverkan, genom transporten till butiken. Om företagens miljöpåverkan ökar samtidigt som kundernas minskar, behöver en skillnad i klimatpåverkan inte uppstå, då ansvaret endast förflyttas. Däremot om kunder som tidigare cyklat eller promenerat till butiken börjar med hemleverans kan den ökade tillgängligheten på hemleverans bidra med en negativ miljöpåverkan.

Vidare bidrar e-handeln till fler välplanerade livsmedelsinköp, då färre impulsköp görs via e-handeln. Det beror på att kunden får varorna direkt när de köper i butik, men behöver vänta på leveransen när de beställer hem varorna, och därför blir kunden inte lika känslig för impulsköp vid e-handelsköp. Fler planerade köp bidrar till att en mindre mängd mat slängs i hushållen. Det är positivt ur både ett miljö- och privatekonomiskt perspektiv. Då studien riktar sig till både e-handeln och fysiska butiker kan konsekvenserna av studien riktas olika. Välplanerade köp leder både till att en mindre summa spenderas på livsmedel

vilket bidrar till en bättre privatekonomi. Välplanerade köp bidrar även till att en mindre mängd livsmedel slängs. Det resulterar i en minskad miljöpåverkan.

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