Sustainability of Belgian E-commerce in its Three Dimensions: Economic, Social and Environmental

Details

Supervisors

Denis, Sabine

Faculty

Louvain School of Management

Degree label

Master [120] en sciences de gestion

Abstract

Purpose: The purpose of this research thesis is to investigate the sustainability of the Belgian e-commerce sector in its three dimensions: economic, social and environmental. Value/ Originality: This research contributes to the scientific literature by providing an overview of Belgian’s e-commerce sustainability. Moreover, data analyses on the sustainability of foreign and domestic web players highlight e-tailers’ economic sustainability and their perception of environmental and social sustainability. Considering future technological developments, two recommendations, a conceptual model and a practical action plan for e-tailors, have been made. Methodology: The methodology used within the literature review is a systematic data retrieval of academic sources, supported by NVivo, a qualitative data analysis software. Data analyses and semi-structural interviews with eight representatives of various e-commerce stakeholder groups have supported the empirical research. The stakeholders’ perspectives have been used as a tool for triangulation to validate the theoretical finding and data analysis. For the data analysis of online retailers, the methodology of Marshall (2017) has been used for the economic sustainability assessment and the one from Keay and Iqbal (2018) for their perception onto environmental and social sustainability. Findings: The findings of this research are that the Belgian e-commerce sector underperforms on all three dimensions of sustainability. Economically, some stakeholders benefit more from the e-commerce upheaval (online giants) than others (SMEs), however, most large players had been loss-making for years before becoming economically viable. E-commerce has been linked to social unsustainability due to appalling working conditions however so far this has stayed out in Belgium due to the strong power of trade unions. Considering a multitude of parameters, the environmental footprint of e-commerce shows to be unfavourable. Generally speaking, major players in the Belgian e-commerce sector don’t show their commitment to sustainability however future technologies such as drones, autonomously, and driving vehicles will revolutionise the e-commerce sector and its sustainability, presumably in a positive direction. Conclusion: In conclusion, an alternative to the ‘free delivery’ e-commerce model is urgently needed as the economic, social and environmental implications of this operating model are far too great. An overall commitment of the e-commerce industry towards sustainability has stayed out whereby future technological developments might not be able to counterbalance the current damages caused to society.