Abstract

SOCIALLY RESPONSIBLE CONSUMPTION AS A COMPETING LOGIC FOR LAST MILE DELIVERY: CASE OF KERALA

Purpose of this paper:

The research illustrates how the Last mile logistics of various socially sensitive products can have distinctive impacts on different stakeholders. It gets impacted by the considerations of the context and an altered model is adopted. Stemming from the institutional theory, this delivery design get influenced by normative and mimetic pressures and social acceptance. The purpose of this paper is to develop a deeper insight into such deliveries and how they can be managed.

Design/methodology/approach:

The research adopts the teleological perspective for the institutional competing logic theory and framework to elucidate the logical implementation of the model for distribution of liquor. This study adopts case methodology, which includes in-depth interviews with the stakeholders, which has been complemented with secondary data analysis of management reports, website and news items.

Findings (minimum 200 words):

The Digitization of retail has got an impetus during and after Covid. Reflecting on the phenomenon from the institutional theory lens, the socially responsible consumption holistically has been analyzed. In this study the societal perspective towards liquor, effect on health and the taxation provides an umbrella of context to design the last mile delivery design. Regular door step delivery can negatively impact the social values and so altered design is adopted. The product and the social nature of the product can dictate the type of last mile delivery.

Value:

The original contribution lies in altering the traditional e-retail based on the context. It illustrates how retails chains respond to the institutional competing logic and influenced by legal, social and cultural aspects to define responsible consumption which have not been discussed in literature. It also highlights that a paradoxical situation arises between the normative and mimetic pressures.

This institutional embedded social sustainability has not been researched in the literature. Methodologically, the stakeholder, institutional and paradox theory has been combined for the analysis.

Research limitations/implications (if applicable):

Covid transformed the last mile delivery for diverse products but this single context specific case study is exploratory in nature and has inherent biases.

Practical implications (if applicable):

Similar social sensitive products , need to be designed according to the normative forces of the institution.

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Building on the classic framework by Mentzer et al. (1999), we analysed four critical pillars of the delivery experience: staff service quality, communication service quality, delivery service quality, and after-sales service quality. Through an empirical study of 466 Vietnamese "Silver" age consumers, we utilized factor analysis and multi-linear regression to map out these relationships.

Our findings reveal a powerful truth: for the Silver Economy, logistics is not just about speed—it is about service quality. We found a direct, positive correlation between high-standard logistics and customer satisfaction. By prioritizing age-inclusive logistics, businesses can unlock the massive potential of the Silver Economy and build lasting loyalty in one of the world's most dynamic emerging markets.