From rush to responsibility: Evaluating incentives on online fashion customers’ willingness to wait

Online retail is characterized by an increasing emphasis on shorter delivery times, which often comes with high logistics costs and a negative environmental impact. Conversely, longer order fulfillment times improve cost and eco-efficiency. This paper investigates whether customers in German-speaking countries are willing to wait longer for their online orders in the fashion, shoes, and accessories sector when offered incentives in return. The research employed an online survey using a within-subjects design. Results indicate that incentives significantly extend customers’ patience. Savings on shipping costs and information on the reduction in CO${}_2$ emissions greatly impact willingness to wait. Personal traits like gender, age, eco-awareness, and order urgency affect incentive responses. This demonstrates customers’ readiness to make trade-offs in delivery time and emphasizes the importance of explicitly addressing the ecological impact of delivery. Suggestions for online retailers and logistics include slower delivery choices and customized incentives aligned with target audience and market.