Purpose This study examines when and how last-mile green logistics practices (green delivery, sustainable/right-sized packaging and reverse logistics) translate into consumer-based brand outcomes in Egyptian e-commerce, and clarifies the mediating roles of customer satisfaction and purchase intention and the moderating role of transparency. Design/methodology/approach A quantitative, cross-sectional online survey was administered to 500 Egyptian consumers who had purchased online in the previous six months. A measurement-first covariance-based structural equation modelling (SEM) workflow was used to validate the constructs and estimate the main structural paths. PROCESS was then used as a supplementary composite-score procedure to test bootstrapped mediation and moderation effects, while ordinary least squares (OLS) regression was reported only as a robustness check. Findings Green logistics does not automatically enhance brand equity and loyalty. Its effect on consumer-based brand outcomes is transmitted primarily through customer satisfaction and, to a lesser extent, purchase intention. Once these mediators are included, most direct paths from green logistics to loyalty become non-significant. Transparency regarding environmental and logistics initiatives significantly strengthens the effects of green logistics on satisfaction and brand outcomes, indicating that experience plus credible disclosure are the dual engines of brand benefits in this context. Research limitations/implications The cross-sectional, self-report design and single-country setting limit causal inference and generalisability. Future work should use longitudinal or experimental designs and integrate behavioural data such as actual repurchase and return rates. Practical implications E-retailers in emerging, convenience- and price-sensitive markets should prioritize green delivery, packaging and returns solutions that visibly improve customer experience, and support them with auditable, specific disclosure (e.g. emissions savings, certifications) to avoid greenwashing perceptions and unlock brand value. Social implications By showing that consumers reward green logistics mainly when it improves the service experience and is communicated transparently, the study encourages e-retailers and policy actors to promote credible, consumer-facing sustainability practices that reduce scepticism, support responsible consumption and make greener e-commerce options more socially acceptable in emerging markets. Originality/value The study provides rare large-sample consumer evidence from an emerging Arab e-commerce market, reframing green logistics as an experience-first, transparency-dependent route to brand equity and loyalty rather than a direct branding lever.
Alahmari et al. (Fri,) studied this question.