Value Co-Creation in Sustainable E-Commerce Logistics: Toward Customer-Centric Business Models

Rising logistics costs, environmental concerns, technological shifts, and changing consumer behavior challenge e-retail models. Research rarely considers customer-perceived value. This study faddresses this gap by analyzing co-creation strategies for sustainable retail logistics. Using qualitative data from 29 executives in the Spain-Portugal Euro-Region, it explores consumer preferences and logistics challenges. The findings highlight the need to balance economic, social, and environmental goals while ensuring efficient operations and customer satisfaction. Value co-creation among retailers, logistics providers and consumers emerges as a key driver for sustainable and resilient business models.