The diverse European landscape of climate consciousness is shaped by political values, financial constraints, and country-specific point of view. The aim of the study was to unravel age-specific ecological awareness, forms of engagement, and perceptions, contributing to a nuanced understanding of climate dynamics. Selected regions: Germany (Rheinisches Revier), the Netherlands (Amsterdam Metropolitan Area), and Poland (Upper Silesia/Metropolis GZM) present different states regarding recycling/Circular Economy principles, and different environments. The research design incorporates an inductive qualitative approach to investigate environmental awareness and attitudes toward ecologically friendly behaviors. Six FGIs (Focus Group Interviews) were conducted across three European regions, involving participants from diverse age groups (20-39 years and 40-60 years) in each region. The study shows that ecological awareness varies between countries and generations, reflecting distinctive environmental strategies shaped by cultural and developmental factors. Participants in each region and age group exhibit diverse levels of engagement in sustainable activities, and highlight issues such as the need for tailored strategies, concerns related to eco-labelling, greenwashing, and inadequate waste treatment, as well as information gaps. These variations in pro-environmental attitudes and behaviors across age groups and regions underscore the need for tailored strategies and regional policies. Transparency in waste management, eco-labelling, and sustainable transportation alternatives should be prioritized. Educational initiatives addressing information gaps, especially regarding lifestyle choices, are crucial. Collaboration and interdisciplinary approaches are essential for fostering positive change and a sustainable future across the European Union. Transparent communication, regulatory measures, and accessible eco-friendly options encourage widespread adoption of pro-environmental behaviors.

Research background: In the last few years, e-commerce market has increased in population shares, but the situation has changed dramatically since the Covid-19 pandemic. Electronic marketplaces have changed due to rapid digitalization and shopping. Online services offer the possibility to choose a different delivery method such as home delivery or out-of-home delivery. This aspect of the e-commerce market faces an increased interest among practitioners and academia in the field of sustainable last mile deliveries. Interestingly, the subject literature consists of papers analyzing the e-commerce impact on the last-mile delivery. However, the identification of factors for choosing a delivery method and factors that motivate e-customers to choose an eco-friendly delivery method is still an unrecognized field of research. Purpose of the article: The authors of the paper focused on the e-customer perspective on sustainable deliveries in cities. Thus, the main purpose of the paper is to compare factors among the generations that motivate e-customers for choosing a delivery method. Methods: The research was conducted among 1.110 e-customers in Poland in 2021. The paper aims to answer the following research question: what factors motivate each generation for choosing a delivery method? To answer the above-mentioned question, the correspondence analysis (MCA) is prepared that help to identify and compare factors in each generation. Findings & value added: The original research procedure focused on the use of multivariate statistical methods in the study of e-customers’ preferences. The analysis revealed three clusters of e-customers in terms of pro-sustainable factors: (a) aged 65+ without pro-sustainable tendency, (b) aged 18–64 with pro-sustainable attitudes, and (c) mixed with no identified delivery preferences. As a result of the research, it can be concluded that the parcel price and the possibility of free return are still the most important factors in choosing the delivery method. From a business/practical perspective, the research results can be used by companies that are the main stakeholders in last mile deliveries, including mainly forwarders and transport companies.