Can reusable packaging revolutionise e-commerce? Unveiling the environmental impact through a comparative carbon footprint analysis

E-commerce is a rapidly growing, evolving sector. Its environmental impact has also increased, with shipping packaging being a key contributor. The sector is, however, struggling to tackle this environmental impact, as well as to follow new packaging regulations. Previous studies on reusable packaging have predominantly been qualitative or concentrated on material selection, overlooking essential elements of supply chain design and consumer behaviour. Industry reports attempting to quantify the sustainability of reusable packaging have produced varied results that lack generalisability or transferability to other contexts. Consequently, it is difficult to determine the actual environmental sustainability of reusable packaging in e-commerce. In this research, we assess the carbon footprint of reusable packaging in e-commerce, through a comparison of eight case studies. A multiple case study approach is followed, employing an embedded design where more than one unit of analysis is explored in each case. We evaluate the CO2 emissions of all processes related to the circular supply chain of reusable packaging employing a method that can evaluate different solutions and situations and a sensitivity analysis. Findings highlight three specific factors influencing the carbon footprint of reusable packaging: (1) reusable packaging material, (2) return and reuse rate, and (3) supply chain design (i.e., centralised versus decentralised design, travel distance, transport mode). For the same type of reusable packaging, we found that polyester generates 215% more CO2 emissions than cardboard in production and waste management. However, by analysing the same reusable packaging and supply chain, these same emissions can drastically increase if the return and reuse rate decreases. Changes in the return and reuse rate mainly linked, among others, to customer behaviour and involvement. Furthermore, for the same reusable packaging and return and reuse rate, a decentralised supply chain can reduce the CO2 emissions compared to a centralised structure. Interestingly, reusable packaging is environmentally sustainable long before it reaches its maximum life cycle. Most of the analysed solutions were more environmentally friendly than a cardboard box when they reached 10% of their estimated life cycle. © 2024 The Authors