This paper empirically investigates characteristics for three omnichannel delivery options to be environmentally sustainable in urban, suburban and rural areas. It is guided by two research questions: Which are the most CO 2 -efficient delivery options for different product types in urban, suburban and rural areas? Which carbon emission factors are most important to address in the different contexts? The paper uses a multiple case study of three retail companies and their supply chains. It captured detailed supply chain, product and packaging data from business systems and other sources. Interviews and workshops provided supply chain insights and results validation. A calculation model analysed the CO 2 impact. The findings show the most CO 2 -efficient delivery option in three geographical contexts for different product types. It describes influential factors and the impact of geographical context and product type on CO 2 efficiency. A decision framework outlines factors to focus on for different delivery options in different geographical contexts. The environmental impact focus of this study adds to a gap in current knowledge, which mainly focuses on financially based characteristics. A limitation of this study includes that it was conducted with three retailers and their supply chains in one country. Companies can apply a framework that supports them in designing CO 2 -efficient omnichannel deliveries. It also helps to identify which factors are the most influential ones on carbon emissions for electronics, bookshop and fashion companies.
Henrik Pålsson (2026) studied this question.