In an era in which e-commerce has become an integral facet of our lives, the delivery process has evolved into a vital part of online shopping. As the sole tangible interaction in an otherwise digital undertaking, it forms a decisive aspect of consumers’ e-commerce experience. In the face of the ever-growing prevalence of e-commerce, the ecological footprint left by delivery practices has emerged as a pressing concern. This focus is attributed not only to the environmental externalities resulting from e-commerce delivery but also due to the system’s inherent inefficiencies. As the primary beneficiaries of e-commerce, consumers form a pivotal force in driving sustainable delivery initiatives. This study embarks on an exploration of consumers’ attitudes toward environmentally friendly e-commerce-delivery practices. We aim to investigate whether consumers are willing to bear additional costs for assured green deliveries and identify which sustainable practices they perceive as most effective. A survey was conducted among e-commerce users to show their readiness to incur higher costs for green delivery and accept delayed deliveries if they supported sustainability. However, our findings reveal a conflicting scenario. While consumers display a readiness to opt for green deliveries, the price and speed of delivery emerged as more critical considerations. This study also uncovers significant discrepancies in attitudes towards green delivery based on demographic factors, such as gender and generation. Utilizing multivariate logistic regression, the study outlines the main factors that predict a willingness to pay for guaranteed green delivery. This study’s findings stress the need to balance the drive for speed and cost-effectiveness in e-commerce delivery with the urgency to adopt sustainable practices. It underscores the necessity for e-commerce platforms and logistics partners to take the lead in crafting and implementing innovative green delivery solutions while educating and incentivizing consumers to choose sustainable delivery options.

Purpose: the main goal of this paper is to analyse the content that the best-selling brands in the automotive sector in Spain during 2019 are broadcasting on their own YouTube channels. Design / Methodology / Approach: the content análisis methodology is followed to analyse the most popular videos of the ten best-selling utility car brands in 2019 in Spain. To do this, firstly, the channel, subscribers and the most viewed videos since the end of 2018 and throughout 2019 are identified. Secondly, the content of the messages is analysed and, finally, the interaction of audience by the number of «likes» received by each of the analysed videos. Results: the results have made possible to understand what content car brands are broadcasting through their own YouTube channels in a specific period. In addition, it is proved that, though the most common content is the classic advertising spot that brands use for television and other conventional media, the use of YouTube has also been revealed to support the Inbound marketing strategy. Limitations / Implications: this is descriptive research, which scope is exploratory, so its main contribution is a new review of the studied object that provides a starting point for further research. In addition, given the limited sample, 50 videos, and that fact obtained through the analysis have been limited to a specific period of time, results cannot be generalised, but they do allow us to reflect on the use of YouTube channels by brands in the automotive sector. Originality / Contribution: the originality of this paper lies in the study of a specific sector, the automotive, and its relevance as an advertiser and as a business sector.