Green logistics in retail trade: the impact of sustainable transport solutions on consumer behavior and competitiveness of companies

In the context of global economic growth and rapid growth of e-commerce, the issues of sustainability of logistics processes in retail are becoming especially relevant. The paper presents a review of modern scientific literature on green logistics, environmental consumer behavior and marketing sustainability. The scientific novelty of the study lies in the fact that it revealed a direct correlation between the consumption of environmental technological solutions and their support for sustainable consumption – including additional payment for environmentally friendly logistics services. In the course of the study, the author's toolkit for measuring consumer perception of "green" logistics was tested, based on a 7-point behavioral scale grouped by all empirical blocks. This allowed trans-forming abstract categories of stable logistic choice into operationalized indicators ap-propriate for the further research, as well as for the use in retailers' marketing strategies. The study includes the principles of development and logistics optimization, consumer economic behavior in e-commerce and perception of brands as sustainable ones. Based on the definitions of the analysis presented in the domestic and international scientific studies, the author's definition of "green logistics" is formulated, developing not only logistic and technical aspects, but also consumer understanding as part of the logistic cycle. The practical innovativeness of the study lies in the possibility of applying the findings in developing logistic strategies by retailers seeking to strengthen their competitive position in terms of greening supply chains. The findings of the study allows enhancing scientific notions about the strategic innovation of greening logistics for trade and the fundamental basis for applied solutions in the field of supply chain management.

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