Integrating Circular Economy Principles in Quick Commerce: Assessing Customer Satisfaction and Repurchase Behavior

DOI: https://doie.org/10.10399/APER.2025288871

Authors:

Manish Tiwari, Mohammad Alijah Hasan, Vineet Tiwari

Keywords:

Quick Commerce (Q-Commerce); Customer Satisfaction; Repurchase Intention; Sustainability; Stimulus-Organism-Response (S-O-R) Model; Circular Economy.

Abstract:

Quick Commerce (QC) changed India’s retail market with platforms like Blinkit Swiggy Instamart Zepto and Big Basket delivering ultra-fast. This rapid shift in consumer behavior happened due to urbanization new technologies and pandemic-driven changes. While it changed shopping preferences it also brought big sustainability problems. Too much packaging waste high resource use and carbon emissions from last-mile deliveries created serious environmental issues.

This study looks at the main factors that affect customer satisfaction in Indian Quick Commerce services. It focuses on adding Circular Economy (CE) ideas like sustainable packaging eco-friendly delivery and waste reduction. The research uses the Stimulus-Organism-Response (S-O-R) model. It sees delivery time product quality app usability and sustainability efforts as stimuli customer satisfaction as the organism and repurchase intention as the response.

The study used a cross-sectional survey to collect data from 219 consumers through online and face-to-face surveys from people using Quick Commerce apps. The survey was done with a 5-point Likert scale. Researchers analyzed data using PLS-SEM in Smart PLS 4 software. This study finds out how sustainability efforts change consumer views and loyalty in Quick Commerce. The results give useful insights for businesses to improve service quality while being environmentally friendly. The study also fills gaps in sustainability research in Quick Commerce and gives practical ideas for businesses policymakers and researchers who want to grow Quick Commerce while protecting the environment.

PDF