The Asian Journal of Shipping and Logistics 39 (2023) 37–46

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The Asian Journal of Shipping and Logistics

journal homepage: www.elsevier.com/locate/ajsl

Awareness of green logistics technology, certification, and standards by

logistics practitioners at Chinese e-commerce company, Jing Dong
Chen Yunlin
The School of Management, Univerisiti Sains Malaysia, 11800 Gelugor, Pulau Pinang, Malaysia

A R T I C L E I N F O A B S T R A C T

Keywords: This study examined the awareness of the environmental and sustainability impacts of green logistics technol­
Logistics ogies, standards, and certifications by logistics practitioners at the Chinese e-commerce company, Jing Dong. 309
Green logistics technology surveys based on questionnaires were gathered using stratified snowball sampling. They were then encoded and
Green logistics certification and standards
examined through descriptive statistics, chi-square tests, and regression techniques. The outcomes indicated that
Environment
Sustainability
roughly 33 % of the organization’s logistics professionals understand the beneficial effects of logistics operations
on the environment, and an equivalent proportion comprehended the significance of sustainable development.
Additionally, the classifications of logistics operations and years of industry expertise significantly have influ­
enced various aspects of green logistics technology, standards, and certification. The research also has indicated
that the acceptance of green logistics technology is contingent on the backgrounds and classifications of the
company’s logistics experts. This suggests that Jing Dong should strengthen the implementation of relevant
logistics policies and raise awareness among logistics practitioners regarding green logistics technology, stan­
dards, and certification.

Introduction EPA, 2022).

In China, the expansion of the logistics sector encounters comparable
Over the past few years, there has been a growing apprehension environmental issues. As per the information disclosed by the Chinese
regarding climate change, the release of greenhouse gases, and pollu­ Federation of Logistics and Purchasing in 2019, the carbon dioxide
tion. Given its reliance on fossil fuels and extensive transportation, the emissions of China’s logistics industry have exceeded 860 million tons,
logistics sector has emerged as a significant contributor to environ­ accounting for 8.8 % of the country’s total emissions (Haoxiang, 2022).
mental challenges (EPA, 2022; Zhang et al., 2022). According to Green logistics technology and sustainable logistics management have
research, the transport and logistics sector contributes about 24 % of become research hotspots in related fields and many related research
global CO2 emissions (Ritchie, 2020). By 2050, the European Environ­ results and practical cases have emerged (Liu, Zhang, Liu, Wang, &
ment Agency predicts that without strong and effective action, global Wang, 2019; Zhu, 2012). For example, Menti et al. (2023) had employed
logistics will account for 40 % of global CO2 emissions (Lükewille, the Technology Assessment and Implementation Model (TAIM) as a
2021). systematic, reproducible, and straightforward framework to effectively
Green logistics technologies have attracted the attention of stake­ execute logistics 4.0. Additionally, Liu, Zhang, Liu, Wang, & Wang
holders who are interested in promoting environmental sustainability. (2019) also developed support for the real-time state perception model
These stakeholders include logistics professionals, business owners, of logistics vehicles for the IoT. This permits vehicles to gather
policymakers, academics, and consumers (Champion, 2022). Green lo­ up-to-the-minute data and relay it to a responsive distribution hub,
gistics technology involves the use of innovative technologies such as oversee value-added logistics data on behalf of the hub, and formulate a
electric vehicles, alternative fuels, and smart logistics systems to reduce dynamic optimization approach for intelligent vehicles and logistical
carbon emissions and increase efficiency. Green logistics are sustainable assignments to enhance resource utilization and realize an enduring
policies aimed at reducing the environmental impact of these activities, equilibrium encompassing economic, environmental, and societal aims.
thus attaining a harmonious equilibrium between economic, environ­ Jing Dong (JD), an innovation-oriented e-commerce enterprise, is
mental, and societal objectives (Liu, Zhang, Liu, Wang, & Wang, 2019; evolving into a primary supplier of technology and services rooted in
The paper "Awareness of Green Logistics Technology, Certification, and Standards by Logistics Practitioners at Chinese E-commerce Company, Jing Dong" investigates the knowledge and
perceptions of green logistics practices among logistics professionals at Jing Dong, a prominent e-commerce company in China.
The study examines the level of awareness among these practitioners regarding green logistics technologies, certifications, and standards. It likely delves into whether they understand the
significance of adopting environmentally friendly logistics practices, such as reducing carbon emissions, optimizing transportation routes, or employing sustainable packaging materials.
E-mail address: yunlinchen506@gmail.com.

https://doi.org/10.1016/j.ajsl.2023.10.004
Received 22 August 2023; Received in revised form 22 September 2023; Accepted 27 October 2023
Available online 7 November 2023
2092-5212/Production and hosting by Elsevier B.V. on behalf of The Korean Association of Shipping and Logistics, Inc. This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/).
This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/).
C. Yunlin
supply chains, therefore it was chosen for this study. It builds corporate
supply chains and sustainable consumption based on a green,
low-carbon business model to achieve green economic development. In
2019, JD joined the Scientific Emissions Reduction Initiative (SBTi) and
became the first logistics company to achieve its scientific emissions
reduction target. It uses new energy to transport vehicles and installed
distributed energy to reduce carbon emissions by 26,000 tons. JD have
launched energy vehicles in more than 50 cities in seven major regions
of the country, reducing at least 120,000 tons annually from 2017 to
2020. JD also have achieved environmental benefits through green
procurement processes including recycling (JD.com, 2021a, 2021b).
According to the JD database, the company has used approximately
more than one million safe and environmental friendly reusable ship­
ping bags. In 2017, JD Logistics have used 100,000 recyclable green
boxes to deliver their goods and has reduced the number of disposable
foam boxes and the number of disposable ice packs by 180 million and
160 million, respectively. In the past two years, JD have saved 250
million meters of "slim" tape after the launching of the "ultra-thin" tape,
which can reduce 400 million meters of tape every year (JD.com, n.d.;
Kidron, 2021).
Green logistics standard and certifications
Green logistics standards and certifications have attracted the
attention of enterprises, governments and consumers. A rising quantity
of multinational companies are pledging to exclusively collaborate with
suppliers who uphold social and environmental criteria (Villena & Gioia,
2020). The ecological packaging administration within logistics firms
represents an ecological safeguard protocol concerning environmentally
friendly packaging components (Zhang & Zhao, 2012). Environmental
pollution from logistics packaging is becoming increasingly serious, and
the future development of recyclable logistics packaging (RGLP) has
received extensive attention (Sun & Li, 2021). Integrating environ­
mentally conscious technological advancements into logistics packaging
is a strategy employed to mitigate pollution and for sustainable progress
(Xiang et al., 2013). The utilization of recyclable environmental friendly
packaging in logistics contributes to the enduring advancement of the
field (Olivo et al., 2020). Executing Recyclable Green Logistics Pack­
aging (RGLP) necessitates collaborative endeavors among governmental
bodies, logistics enterprises, and consumers (Sun & Li, 2021). Green
certification stands as a valuable initiative enabling businesses to
showcase their sustainable products, services, and practices to both
employees and consumers (Zujewski, 2023). Common certification
standards for green logistics include ISO 14001, LEED certification,
Green Freight Europe (GFE), and Carbon Trust standards (Correia et al.,
2013; Delubac, 2023; Fernando, 2022; Kern, 2008). Additionally, busi­
nesses are able to earn sustainability certifications in order to demon­
strate their commitment to environmental protection. These
certifications include the Cradle-to-Cradle, Forest Stewardship Council
(FSC) certification, Global Organic Textile Standard (GOTS), and Rain­
forest Alliance certifications (Almeida, 2015; Kenlon, 2021; Pattberg,
2005; Pinto et al., 2014). Other certifications related to green logistics
include the Energy Star and Green Seal certifications (Sanderford et al.,
2018; Wynne, 1994). Sun and Li (2021) described the relevant green
logistics policies of China. Green logistics policies are crucial for
advancing green logistics, promoting green growth, and achieving sus­
tainable development (Zhang et al., 2022). As an illustration, in 2017, a
coalition of ten departments, including the State Post Bureau, collabo­
ratively issued the "Guiding Opinions on Coordinating the Promotion of
Green Packaging in the Express Industry." Subsequently, in 2018, the
updated nationwide standard "Express Packaging Products" was intro­
duced, with an emphasis on incorporating environmentally friendly
practices. In 2019, the "Shanghai Yuantong Waste Management Regu­
lations" explicitly delineated green criteria for express packaging, pro­
pelling the reduction and recycling of such packaging. Moreover, the
"Implementation Opinions on Product Certification" clarified green
38
The Asian Journal of Shipping and Logistics 39 (2023) 37–46
criteria for express packaging, fostering both the reduction and recycling
of express packaging. This collective effort by various sectors promoted
the attainment of green product certifications for express packaging
(Sun & Li, 2021). These standards have provided firms with a sustain­
able competitive advantage (Rao & Holt, 2005). Additionally, govern­
ment regulations and enforcement are considered the dominant force
(Meegeren, 2001) with the most significant impact on environmental
decision-making (Henriques & Sadorsky, 1996).
The standards and certifications about JD logistics mainly focuses on
the environment, society, and discussions among suppliers. In 2021, JD
referred to the "Environmental, Social and Governance Reporting
Guidelines" issued by the Hong Kong Stock Exchange and the GRI
Guidelines issued by the Global Sustainability Standards Board (GSSB).
JD’s greenhouse gas accounting boundaries mainly refers to the World
Resources Institute "Greenhouse Gas Accounting System: Corporate
Accounting and Reporting Standard" developed by (WRI) and the World
Business Council for Sustainable Development (WBCSD). According to
the current green logistics standards and certifications of JD Group: for
logistics data security and personal information protection, JD refers to
ISO27001 information security management system, ISO27701 privacy
information security management system, and data security capability
mature model (DSMM). Level 3 certification (JD Technology), Level 3
security level protection certification is approved and issued by the
Ministry of Public Security, and Level 3 “Trusted Cloud” certification is
issued by the Data Center Alliance. Its purpose is to ensure the security of
logistics data and consumer privacy. As for green warehousing, JD Lo­
gistics has passed the Beijing Green Exchange and China Testing Certi­
fication (CTI), ISO14064 greenhouse gas emission standards, and
Energy and Environmental Design Building Rating System (LEED) cer­
tifications. As an important part of JD’s green logistics, green ware­
housing has enhanced the role of sustainable development for JD.com.
Moreover, in accordance with the relevant domestic policies and laws
(technical), JD.com have also referred to relevant indicators such as the
"Green Transportation “14th Five-Year Plan" Development Plan", "Car­
bon Peak Action Plan Before 2030", "2021 China Carbon Price Survey".
Besides, for the evaluation of climate-related risks and opportunities, JD.
com aims to achieve sustainable development and industry influence by
reducing carbon emissions from its own operations and promoting low-
carbon development in the value chain and consumer sectors, aiming to
achieve "double carbon" for society. ".
Green logistic technology
The significant progress of the national economy has spurred the
expedited growth of the logistics sector, thus engendering a range of
economic and environmental challenges. Accordingly, green logistics
employs sophisticated logistical management concepts and state-of-the-
art technological solutions to effectively curtail energy utilization and
mitigate environmental contamination (Liu & Ma, 2022). This study
comprehensively reviews prior scholary research on the advancements
and impact of green logistics technology. According to Anser et al.
(2020), there has been increasing attention towards fostering environ­
mentally friendly practices in the business sector. From a multidimen­
sional standpoint, encompassing both micro and macro perspectives, the
concept of green enterprise technology has emerged as a pivotal
approach to ensure the development and production of products that are
environmentally sustainable. This research paper aims to introduce the
Energy Enhancement Technology Acceptance Model (EA-TAM) for both
micro- and macro-enterprises. The study indicates that the
micro-enterprise EA-TAM is applicable in the context of green invest­
ment decisions, as it contributes to a rise in the adoption of renewable
energy sources for the enhancement of logistics performance, export
capabilities, technological advancements, investments, and competi­
tiveness. The macro perspective of Environmental Attitude – Theory of
Planned Behavior (EA-TAM) highlights that several green factors,
namely green supplier selection, industrial green engineering, green
C. Yunlin
procurement, green consumerism, green product recycling, and green
innovation, have the potential to positively influence green purchasing
decisions. Consequently, these decisions contribute to the development
of favorable perceptions regarding the convenience of using green
products. In a study conducted by Tian et al. (2023), the authors
explored the practical implementation of multi-criteria decision-making
(MCDM) technology across various realms within the discipline of sus­
tainable development engineering. Additionally, they put forth pro­
spective trajectories for the advancement of MCDM technology,
specifically in relation to green logistics and low-carbon transportation
systems. Moreover, ecological logistics represents an endeavor that in­
tegrates novel logistics principles and cutting-edge technologies,
encompassing a transportation system that is oriented towards ecolog­
ical sustainability. This holistic approach involves various components,
such as material processing and recycling, wastewater treatment, energy
preservation, and environmental conservation (Sotvaldieva, 2023).
In addition, according to the JD ESG report (JD.com, 2021b), JD is
actively promoting intelligent industrial parks, which includes
achieving zero carbon emissions through "green infrastructure + carbon
reduction technology innovation". JD have also established the first
"Asia No. 1" smart industrial park in Xi’an Intelligent Industrial Park.
The industrial park has achieved green warehousing and zero emissions
(JD.com, 2021a, 2021b). In 2021, JD Industrial Products already have
200 infrastructure facilities nationwide. In addition to that, JD have also
created its first “smart mobile warehouse” and put it into use. JD In­
dustrial Products have solved the problem of intelligent warehousing by
implementing smart mobile warehouses to integrate procurement digi­
tal technology and infrastructure. Moreover, JD have established green
and low-carbon goals to support China’s 2060 carbon neutrality goal
(JD.com, 2021b).
JD uses digitalization (IoT, Artificial intelligence (AI), cloud
computing, and blockchain) to transform and upgrade its main in­
dustries. As of the end of 2021, JD have established more than 70 data
centers and nearly 100 edge data centers around the world. At the same
time, JD’s IoT operating system services cover multiple industry fields,
cooperate with more than 1000 companies, and have access to more
than 4000 smart devices (JD.com, 2020, 2021b). To add on, JD.com also
uses smart express vehicles and drone delivery in logistics and distri­
bution (JD.com, 2021b; JD logistics, 2016). As of 2016, JD Logistics has
a fleet of 30 drones, which have solved the problem of undeliverable
express delivery in remote areas. For example, due to COVID-19, the
road in a village on the other side of Baiyang Lake was blocked and
packages could not be delivered, but the drone was able to fly about 2
kilometers across the lake from the West Embankment Pier of Baiyang
Lake and arrived at a village on the other side of the lake in just a few
minutes. Hence, the drones were able to achieve the fixed-point de­
livery. In conjunction to this, the establishment of drones by JD Logistics
have addressed the route disruptions due to COVID-19 (Cao, 2020). JD
Logistics also haveput into use nearly 400 smart express vehicles, which
are distributed in more than 25 cities across the country. Smart express
vehicles are becoming an important supporting force for end-of-line
distribution and anti-epidemic protection. In the next two to three
years, JD Logistics will continue to develop and launch thousands of
smart express vehicles to continue to improve service experience and
logistics efficiency (JD.com, 2021b).
This study has used JD as a model to study green logistics technology,
standards, and certification from the perspective of logistics practi­
tioners. This study has been comprehensively reviewed how JD achieved
success in sustainable development and provides a reference and
inspiration for sustainable development in the logistics industry. Hence,
this study focuses on the collection and processing of relevant data and
combined relevant theories to provide valuable opinions and sugges­
tions for logistics companies’ sustainable logistics and green logistics
management.
The manuscript outline is as follows: Subsequent to the introduction,
the study also elaborates on the research object, data collection, research
39
The Asian Journal of Shipping and Logistics 39 (2023) 37–46
variables, and research model in Section 2. Section 3 presents the
important findings of this study and establishes the data model. All the
findings are discussed in detail in Section 4. Finally, Section 5 summa­
rizes the research, as well as research limitations, prospects, and several
practical implications.
The research may assess whether the surveyed practitioners are familiar
with various certifications and standards related to green logistics, such as
Methodology
ISO 14001 for environmental management or specific industry-related
certifications. Additionally, it might explore the extent to which Jing Dong
has implemented green logistics practices and whether there are any
barriers to further adoption.
This study has evaluated JD’s green logistics technology, standards,
and certifications from the perceptions of JD logistics practitioners.
Innovation in logistics technology can be divided into data acquisition,
information acquisition, warehousing, and transportation technology
(Lin, 2007). Furthermore, given the swift evolution of the logistics
sector, the standards for certifying logistics service quality assume a
crucial role in overseeing the logistics market. This involvement aids in
enhancing corporate competitiveness, elevating customer contentment,
and minimizing potential hazards (Wang & Hu, 2016). For this inves­
tigation, a cross-sectional research approach was embraced, gathering
data from JD logistics professionals in a defined interval. Surveys were
employed to acquire primary data directly from individuals engaged in
logistics-related roles, employing a consequential 5-point Likert scale
(Adelson & McCoach, 2010; Finstad, 2010; Wyatt & Meyers, 1987). This
study was obtained with permission from JD management and ensured
the anonymity of the participants. The selection criteria for JD logistics
practitioners were limited to those who are able to converse in Chinese
language. The research ensures that all participants share a common
language and cultural background for homogeneity of demographics in
order to reduce the possibility of miscommunication or misunder­
standing that could lead to a biased response simultaneously reducing
the variability in the results. Overall, these measures helped to ensure
that the data collected is more accurate and reliable. Stratified snowball
sampling technology was used to obtain scientific data from logistics
practitioners. Snowball sampling constitutes of a non-probability sam­
pling strategy where an initially chosen population unit or element
serves as the starting point for the selection of other units within the
population. This sequential process relies on the connections between
these units. As a result, snowball sampling has demonstrated its signif­
icance as a methodology for examining populations with distinctive
attributes.
Logistics activities encompass distinct categories such as trans­
portation, inventory management, storage, material handling, pack­
aging, and value-added operations (Maji et al., 2023). This research
employed the snowball approach for data collection within each subset
of JD logistics practitioners. The initial point of sampling functioned as a
basis for selecting subsequent samples. In each logistical category, the
sampling process typically began with a JD logistics practitioner who
referred other counterparts engaged in similar business types. This data
collection procedure persisted until it reached a sample size of 309
participants. The cessation of data collection was prompted by the
thorough coverage of logistics enterprises within the designated study
area.
Another rationale for embracing this sampling approach stemmed
from the challenge of precisely ascertaining the total population of JD
logistics firms. This complexity arises primarily due to the extensive
distribution of JD Logistics’ numerous warehouses and the decentralized
nature of logistics professionals’ management. Consequently, the utili­
zation of this sampling technique simplifies the process for researchers
to amass a substantial number of samples, facilitating a rough approx­
imation of the JD logistics enterprises’ population within the designated
study region. Unlike many logistics enterprises, this study focused on a
single logistics enterprise. This reduced data collection costs to a certain
extent.
The variables considered in this study includes the green logistics
technology, standards, certification, environment, and sustainability.
The green logistics standards and certification variables included eco­
nomic, environmental, and social aspects (Appendix A). The items were
C. Yunlin The Asian Journal of Shipping and Logistics 39 (2023) 37–46

answered using a 5-point Likert scale ranging from strongly disagree to Table 1
strongly agree. Data were analyzed using descriptive statistics, the chi- Jingdong green logistics standards and certification.
square method, and regression analysis (Akhtar et al., 2016; Mont­ Indicators Reference Standards
gomery et al., 2009). Descriptive statistics included tables, graphs, fre­
External Accreditation for Logistics ISO27001 Information Security
quency distributions, and percentage distributions (Pérez-Vicente et al., Data Security and Personal Management System
2009; Sonnad, 2002). In order to assess the hypothesis positing the Information Protection ISO27701Privacy Information Security
integration of green logistics technologies, logistics standards, and cer­ By understanding the current awareness Management System
and practices of green logistics within Jing
tification endeavors within the practices of JD logistics professionals, a Trusted Cloud" Level 3 Certification issued
Dong, the paper likely aims to provide
by the Data Centre Alliance
sum-of-squares regression approach was utilized. Subsequently, the insights into opportunities for improvement
and strategies for advancing sustainability in Level 3 Security Level Protection
estimated coefficients were examined at a specified significance level to the e-commerce logistics sector in China. It Certification approved by the Ministry of
establish the connection between the anticipated variables and the
may suggest recommendations for
enhancing awareness, implementing Public Security
resulting outcomes. certifications, and adhering to green Data Security Capability Maturity Model
standards to mitigate environmental impacts (DSMM) Level 3 Certification ( Jingdong
while optimizing logistical operations.
Technology)
Results & discussion Green Storage Beijing Green Exchange and China Testing
and Certification (CTI)
In order to ensure an ample and representative sample, 309 ques­ ISO 14064 Greenhouse Gas Emission
Standard
tionnaires were disbursed among JD logistics practitioners, employing a
Energy and Environmental Design
hierarchical grouping based on their roles within JD logistics. Ulti­ Building Rating System (LEED)
mately, 309 questionnaires were collected, subsequently coded, and Certification
subjected to thorough cleansing. The entirety of the collected ques­ Indicators Reference standards
tionnaires proved valid. Hence, this research relied upon 309 ques­ International Standards GRI Guidelines issued by the Global
Sustainability Standards Board (GSSB)
tionnaires from JD logistics practitioners and employed SPSS for data
HKEx Climate Disclosure Guidelines
coding and subsequent analysis. issued by the Hong Kong Stock Exchange
The demographic characteristics of JD logistics practitioners were in 2021
tabulated to display both the frequency and percentage distribution. International Energy Agency (IEA) Carbon
Neutral Pathway for China’s Energy Sector
These demographic factors encompassed gender, age, marital status,
2021
educational attainment, type of logistics involvement, and years of Greenhouse Gas Accounting System: A
experience within the logistics field. The demographic information is Standard for Corporate Accounting and
summarized in Table 1. Based on the survey results, within the group of Reporting
309 JD logistics practitioners, males represented 55.7 % of the total, Guidelines on Environmental, Social, and
Governance Reporting
while females accounted for 44.3 %. Additionally, approximately 89 %
Domestic Policies and Laws The 14th Five-Year Development Plan for
of the respondents were older than 26 years old, and the remaining (Technical) Green Transportation
approximately 11 % were between the ages of 18 and 25. Similarly, Opinions of the State Council of the
approximately 5 % of logistics practitioners were divorced, 78 % of lo­ Central Committee of the Communist
gistics practitioners were married, and the remaining logistics practi­ Party of China on the Complete and
Accurate Implementation of the New
tioners were single. Development Concept for Carbon
The education of JD logistics practitioners primarily comprised of Neutrality
primary, secondary, and diploma levels accounting for 78.4 %. The Action Plan for Carbon Neutrality by 2030
remaining education levels included degrees, masters, and PhDs ac­ The 14th Five-Year Plan of Action on
Plastic Pollution Control
counting for 21.6 %. Among the logistics categories shown in Table 1,
Implementation Plan for the Special
the shares of JD logistics practitioners in freight forwarding, packaging, Action on Green Development of National
transport, and warehouses comprised 15.2 %, 11.0 %, 38.2 %, and 35.6 High-tech Zone
%, respectively. Table 1 presents the years of experience of JD logistics Ministry of Ecology and Environment
practitioners. Approximately 35 % of logistics practitioners have one to Releases National Carbon Market
Transactions by the End of 2021
five years of relevant work experience, while 38.5 % have 6–10 years of Lufte Releases China Carbon Market Price
work experience. Work experience greater than 11 years accounted for Forecast for 2021
26.9 %. China Carbon Price Survey 2021
Does JD’s transportation process cause direct environmental pollu­ Development Plan for New Energy Vehicle
Industry (2021–2035)
tion? Fig. 1 shows the results of JD logistics practitioners’ environmental
People’s Daily Releases National
awareness. Regarding direct environmental pollution (GLE1) caused by Percentage of New Energy Vehicles by the
JD’s transportation process, 2 % of logistics practitioners strongly End of 2021
agreed, 8 % agreed, 37 % were neutral, 30 % disagreed, and 23 % Implementation Plan for Promoting Green
strongly disagreed. Overall, only 10 % of JD logistics practitioners Consumption

agreed with this statement. The response of JD’s logistics practitioners
on whether JD’s cargo transportation efficiency will directly improve
the environment (GLE2) indicated that 3 % of logistics practitioners
strongly agree, 25 % agree, 37 % are neutral, 20 % disagree, and 14 %
strongly disagree. The majority of respondents (37 %) are neutral. The
opinions of JD logistics practitioners on the improvement of logistics
warehousing and storage directly improving the environment (GLE3)
were also evaluated. The results show that 5 % of JD logistics practi­
tioners strongly agree, 31 % agree, 40 % are neutral, 13 % disagree, and
11 % strongly disagree. Therefore, most logistics practitioners (40 %)
agree with this statement.
Furthermore, within the group of JD logistics practitioners, 3 %
expressed a strong agreement, 31 % conveyed agreement, 37 %
Resource: 2020 JD.com Environmental, Social and Governance Report; 2021 JD.
com Environmental, Social and Government Report.
maintained a neutral stance, 18 % held a dissenting viewpoint, and 10 %
strongly disagreed regarding the notion that enhancing the efficiency of
freight forwarding operations would yield beneficial environmental
outcomes (GLE4). Overall, 34 % of JD logistics practitioners agreed with
this statement. Similarly, according to the evaluation results of logistics
practitioners on the positive impact of improving logistics packaging on
the environment (GLE5), 4 % of JD logistics practitioners highly agree,
29 % agree, 38 % express a neutral view, 17 % express disagreement,
and 12 % strongly disagree. We inferred that most JD logistics

40
C. Yunlin The Asian Journal of Shipping and Logistics 39 (2023) 37–46

Fig. 1. Environmental awareness of logistics practitioners.

practitioners maintain a neutral and agreeable view of environmental
pollution awareness which aligns with the development of smart vehi­
cles to optimize logistical resources and attain a sustainable equilibrium
within the economy, environment, society, and logistics (Liu, Zhang,
Liu, Wang, & Wang, 2019).
Fig. 2 shows the responses of JD logistics practitioners to the survey
on logistics sustainability awareness. The feedback in relation to the
assertion about enhancing goods transportation to bolster JD’s sus­
tainability (SGL1) reveals that 5 % of JD logistics professionals firmly
concur, 31 % agree, 32 % adopt a neutral stance, 17 % dissent, and 15 %
strongly dissent. Moreover, 36 % of JD logistics practitioners hold the
belief that they possess an understanding of the significance of sus­
tainable development.
Additionally, the response to the statement, that improving JD’s
cargo transportation will directly improve JD’s sustainable development
capabilities (SGL2), shows that 5 % of JD’s logistics practitioners
strongly agree, 39 % agree, 35 % are neutral, 12 % disagree, and 9 %
strongly disagree. Therefore, 44 % of JD logistics practitioners believe
that improving JD’s cargo transportation will directly improve JD’s
sustainable development capabilities. According to the results of the

Fig. 2. Sustainability awareness among logistics practitioners.

41
C. Yunlin The Asian Journal of Shipping and Logistics 39 (2023) 37–46

SGL3 survey, 6 % of Jingdong logistics practitioners strongly agree, 37 green logistics technology plays in the realms of warehousing and
% agree, 36 % are neutral, 12 % disagree, and 10 % strongly oppose packaging logistics.
effective improvements in logistics warehousing and storage. Overall, The outcomes of the hypothesis testing regarding the association
43 % of JD logistics practitioners agree that improving logistics ware­ between the years of experience of JD logistics practitioners in the lo­
housing and storage could improve JD’s sustainability. gistics sector and green logistics standards and certification are dis­
Additionally, the positive impact of improving freight forwarding on played in Table 3.
JD’s sustainability (SGL4) was evaluated as well. The results showed The findings showed that, except for GLSC1, GLSC3, GLSC4, and
that 9 % of JD logistics practitioners strongly disagree, 14 % disagree, 35 GLSC5, only GLSC2 is significantly associated with years of experience
% are neutral, 36 % agree, and 6 % strongly agree. Overall, 42 % of JD’s as a JD logistics practitioner. Therefore, this study concludes that JD
logistics practitioners agree that improving freight forwarding will logistics practitioners’ years of experience in the logistics industry help
contribute to JD’s sustainable development. We also consulted JD lo­ reduce logistics costs and provide operational efficiency.
gistics practitioners on whether JD logistics packages improve JD’s To enhance the reliability of the findings, a robustness assessment
sustainable development (SGL5). The results show that 5 % of JD lo­ was conducted through linear regression. In this analysis, sustainability
gistics practitioners strongly agree, 43 % of JD logistics practitioners was treated as the dependent variable, while all the indicators of green
agree, 32 % of JD logistics practitioners expressed a neutral attitude, and logistics technology were treated as independent variables. The regres­
19 % disagreed. sion outcomes, as demonstrated in Table 4, signify an enhancement in
This research examined the hypothesis involving crucial de­ sustainability due to green logistics technology. This is supported by the
mographic factors, green logistics technologies, logistics standards, and positive signs of the standardized coefficients linked to GLT indicators.
certification criteria. Chi-square and regression analyses were employed Notably, GLT1 and GLT5 exhibit significance at the 1 % level, while
to establish the connections between green logistics technologies and GLT2 attains significance at the 5 % level. The use of regression is
logistics categories, as well as the associations between green logistics consistent with previous studies (Akhtar et al., 2016; Lu & White, 2014;
standards, certification, and years of experience. The findings are pre­ Montgomery et al., 2009). Table 5.
sented in Tables 2 and 3. The card method gauges the real variance
between observed and anticipated frequencies, serving as a significant Conclusion
tool in sampling inquiries to recognize disparities between theoretical
assumptions and empirical evidence (Pandis, 2016). Regression In recent years, there is significant need to consider the impact of
methods were used for robustness checks. The use of these estimation logistics industry on the environment and sustainability. This study has
methods was justified, given their use in related studies (Lu & White, examined JD Logistics’ green logistics technology, standards, and cer­
2014). The outcomes of the hypothesis testing concerning the connec­ tifications from the perspective of JD logistics practitioners using survey
tion between logistics categories (namely transportation, warehousing, methodology. The research population in this study was categorized into
freight forwarding, and packaging) and green logistics technologies are four distinct groups encompassing freight forwarders, packaging,
outlined in Table 2. The findings reveal that, with the exception of GLT1, transportation, and warehouses. A questionnaire survey was executed
GLT2, and GLT4, a noteworthy correlation exists between green logistics among JD logistics practitioners, employing the snowball data collection
technology and logistics warehousing and packaging within the logistics approach. This yielded a total of 309 questionnaires that were deter­
classification. Consequently, this study deduces that logistics ware­ mined to be valid. These questionnaires underwent a process of clean­
housing and packaging within the logistics category are influenced by ing, coding, and subsequent analysis involving descriptive statistics, chi-
green logistics technologies. This underscores the significant role that square tests, and regression analyses. Around 33 % of the JD logistics
professionals exhibited an understanding of the adverse repercussions
Table 2 stemming from logistics operations on the environment. Approximately
Demographic information of JD logistics practitioners. 40 % of JD logistics practitioners were aware of the importance of sus­
Categories Demographic Frequencies Percentage
tainable logistics development.
Variables (%) Chi-square tests were employed to ascertain the demographic factors
that exert influence over the adoption of green logistics technologies,
Gender
Male 1 172 55.7 standards, and certification initiatives. The results show a significant
Female 2 137 44.3 correlation between green logistics technology, logistics warehousing,
Age and logistics packaging in the logistics category. This indicates that
18–25 1 35 11.3 green logistics technology plays an important role in warehousing and
26–35 2 98 31.7
36–45 3 86 27.8
packaging logistics. Additionally, logistics practitioners’ years of expe­
> 45 4 90 29.1 rience in the industry helps reduce logistics costs and provide opera­
Marital status tional efficiency. In order to verify the strength of the findings, this study
Divorce 1 16 5.2 carried out a robustness assessment utilizing linear regression. In this
Married 2 240 77.7
analysis, sustainability served as the dependent variable, while all in­
Single 3 53 17.2
Educational level dicators of green logistics technology were treated as independent var­
Primary & Secondary 1 134 43.4 iables. The outcomes revealed that the implementation of green logistics
Diploma 2 108 35.0 technology methodologies enhances environmental sustainability. This
Degree 3 65 21.0 is underscored by the positive indications of standardized coefficients
Masters & Ph.D. 4 2 0.6
Logistics categories
linked to green logistics technologies. Specifically, the transportation of
Freight forwarders 1 47 15.2 goods on JD.com exhibited significance at the 1 % level, and logistics
Packaging 2 34 11.0 packaging attained significance at the 5 % level.
Transport 3 118 38.2 The implications of these findings in terms of policy considerations
Warehouse 4 110 35.6
are outlined below: Roughly 30 % of JD logistics practitioners lack
No. of years in the
industry awareness regarding the adverse environmental consequences associ­
1–5 1 107 34.6 ated with logistics operations within the study domain. This outcome
6–10 2 119 38.5 suggests that if the practitioners within JD’s logistics sphere remain
11–15 3 49 15.9 uninformed about the environmental ramifications tied to their activ­
> 15 4 34 11.0
ities, it could hinder the potential for adopting sustainable practices,

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C. Yunlin The Asian Journal of Shipping and Logistics 39 (2023) 37–46

Table 3
Green logistics technology and logistics categories test.
Indicators Category of logistics Logistics categories Total Test statistics

Packaging Freight forwarders Warehouse Transport

GLT1 SD 1 4 5 16 26 χ2 = 20.824
D 2 12 24 15 53
N 11 12 36 35 94
A 19 14 38 42 113
SA 1 4 5 16 26
Total 34 47 110 118 309
GLT2 SD 0 2 6 16 24 χ2 = 15.614
D 2 7 16 15 40
N 13 22 40 37 112
A 16 14 42 44 116
SA 3 2 6 6 17
Total 34 47 110 118 309
GLT3 SD 0 4 3 18 25 χ2 = 26.998
D 2 5 17 15 39
N 15 16 36 29 15
A 15 14 47 48 124
SA 2 8 7 8 25
Total 34 47 110 118 309
GLT4 SD 0 3 4 17 24 χ2 = 20.958
D 1 5 18 11 35
N 12 15 35 32 94
A 16 19 45 51 131
SA 5 5 8 7 25
Total 34 47 110 118 309
GLT5 SD 1 3 4 15 23 χ2 = 21.43
D 1 3 18 12 34
N 13 16 43 30 102
A 18 20 39 53 130
SA 1 5 6 8 20
Total 34 47 110 118 309

Notes: Strongly disagree = SD, Disagree = D, Neutral = N, Agree = A, Strongly agree = SA

Table 4
Logistics standards and certification and years of experience in the industry.
Indicators Category of logistics No. of years in the industry Total Test statistics

1–5 6–10 > 15 11–15

GLSC1 SD 15 11 0 4 30 χ2 = 15.357
D 8 17 1 6 32
N 35 32 12 18 97
A 45 49 18 19 131
SA 4 10 3 2 19
Total 107 119 34 49 309
GLSC2 SD 13 6 0 2 21 χ2 = 21.111
D 7 15 1 4 27
N 30 44 11 24 109
A 47 47 20 17 131
SA 10 7 2 2 21
Total 107 119 34 49 309
GLSC3 SD 11 8 1 1 21 χ2 = 13.38
D 10 12 0 3 25
N 34 40 9 20 103
A 43 52 21 20 136
SA 9 7 3 5 24
Total 107 119 34 49 309
GLSC4 SD 43 52 21 20 136 χ2 = 16.297
D 6 18 1 3 28
N 35 38 11 18 102
A 44 50 18 19 131
SA 11 7 3 7 28
Total 107 119 34 49 309
GLSC5 SD 11 8 1 1 21 χ2 = 13.54
D 10 19 1 10 40
N 37 36 12 13 98
A 40 49 17 21 127
SA 9 7 3 4 23
Total 107 119 34 49 309

Notes: Strongly disagree = SD, Disagree = D, Neutral = N, Agree = A, Strongly agree = SA.
The need for this study is further justified by the expectations of generating actionable recommendations for stakeholders to improve awareness and adoption of green logistics practices at Jing
Dong and potentially other e-commerce companies in China. By elucidating the factors influencing practitioners' awareness and adoption behaviors, the research anticipates outcomes that
contribute to the development of targeted training programs, organizational policies, and strategic initiatives aimed at promoting sustainable logistics practices. Methodologically, the study employs
a mixed-methods approach, combining surveys and interviews to gather quantitative and qualitative data from logistics practitioners at Jing Dong. This methodology allows for a comprehensive
examination of practitioners' perceptions, attitudes, and behaviors towards green logistics practices, thereby enhancing the validity and depth of the research findings. Overall, the paper aims to
43
advance scholarly understanding and practical implementation of green logistics practices within the Chinese e-commerce sector, with implications for sustainability, environmental management,
and corporate social responsibility. 4
C. Yunlin The Asian Journal of Shipping and Logistics 39 (2023) 37–46

Table 5
Regression of green logistics technology on sustainability.
Linear regression analysis results n = 309

Unstandardized coefficient Standardized coefficient t P VIF R2 Adjust R2 F

B Standard error Beta

Constant 0.532 0.175 - 3.048 0.003*** - 0.428 0.419 F = 45.338 P = 0.000***

GLT1 0.208 0.067 0.211 3.116 0.002*** 2.433
GLT2 0.168 0.077 0.159 2.191 0.029** 2.802
GLT3 0.056 0.076 0.056 0.744 0.457 3.024
GLT4 0 0.074 0 0.006 0.995 2.803
GLT5 0.337 0.071 0.321 4.717 0.000*** 2.454
Dependent variable: Sustainability

Note: (a) ***, **, * represent the significance levels of 1 %, 5 %, and 10 % respectively.
(b) The VIF value represents the severity of multi-collinearity and is used to test whether the model exhibits collinearity.

their efforts to ensure green logistics practices will be hindered. Hence, it
is imperative for JD to elevate environmental consciousness among the
concerned practitioners and promote the utilization of cleaner energy
sources and environmentally friendly materials within the logistics
framework. Furthermore, the fact that over 35 % of JD logistics prac­
titioners lack an understanding of the significance of sustainable
development indicates a critical need for educational initiatives and
awareness campaigns to underscore the importance of sustainable
practices within the logistics sector. Therefore, JD needs to improve
awareness of the sustainable development of logistics practitioners to
help improve its brand reputation.
As the logistics category and years of experience in the logistics in­
dustry are important demographic factors that affect green logistics
technology and green logistics standards and awareness, this study
further showed that the most experienced JD logistics practitioners,
especially logistics warehousing and logistics packaging practitioners,
should be provided with on-the-job awareness training on the benefits of
green logistics technologies and practices of green logistics standards
and awareness. This objective can be achieved by highlighting the
reciprocal connections between seasoned and less experienced logistics
practitioners within the sector.
To deduce, this study suggests that upcoming research endeavors
should expand beyond questionnaires, encompassing site visits to firms
and conducting face-to-face interviews. This approach would further
enhance the data collection process concerning green logistics
Appendix A
undertakings. Another point of consideration is that the current study
concentrates on JD Logistics practitioners, rather than targeting specific
subgroups such as logistics managers and supervisors. This limitation
prompts a recommendation for future investigations to explore a
broader range of logistics professionals to gain a comprehensive un­
derstanding of the subject matter. The research is also limited to one
company in China which restricts the generalizability of findings.
Data Statement
The data generated by this research is available from the corre­
sponding author on reasonable request.
Funding
This research did not receive any specific grant from funding
agencies in the public, commercial, or not-for-profit sectors.
Acknowledgments
The author of this study would like to express gratitude to the or­
ganizations that participated in the questionnaire. Their invaluable
contributions and cooperation were fundamental for the execution of
this study.
The paper "Awareness of green logistics technology, certification, and standards by logistics
practitioners at Chinese e-commerce company, Jing Dong" addresses a crucial research
problem: the level of awareness and adoption of green logistics practices among practitioners
in the context of a prominent Chinese e-commerce company. With the escalating
environmental concerns and the rapid growth of e-commerce, there is a pressing need to
understand the extent to which logistics practitioners are familiar with and implementing
environmentally sustainable practices within their operations. 1

Variables Explanation

Environmental awareness
GLE 1 Direct environmental pollution caused by JD’s transportation process.
GLE 2 JD’s cargo transportation efficiency will directly improve the environment.
GLE 3 JD logistics practitioners on the improvement of logistics warehousing and storage directly improving the environment.
GLE 4 Enhancing the efficiency of freight forwarding operations would yield beneficial environmental outcomes.
GLE 5 Logistics practitioners on the positive impact of improving logistics packaging on the environment.
Sustainability awareness
SGL 1 Strengthening cargo transportation can improve JD’s sustainable development capabilities.
SGL 2 Improving JD’s cargo transportation will directly improve JD’s sustainable development capabilities.
SGL 3 Improving logistics warehousing and storage could improve JD’s sustainability.
SGL 4 The positive impact of improving freight forwarding on JD’s sustainability
SGL 5 JD logistics packages improve JD’s sustainable development.
Green logistics technology
GLT 1 JD’s green logistics technology improves the transportation of logistics goods.
GLT 2 JD’s green logistics technology has greatly impacted cargo transportation.
GLT 3 JD’s green logistics technology effectively improves logistics warehousing and storage.
GLT 4 JD’s green logistics technology improves freight forwarding operational efficiency.
GLT 5 Green logistics technology has improved JD’s logistics packaging.
Green Logistics Standards and Certification
GLSC 1 Green logistics standards and certifications have improved the standardization of JD logistics.
GLSC 2 JD’s green logistics standards and certifications help reduce logistics costs and improve operational efficiency.
GLSC 3 JD’s green logistics standards and certification improve the social responsibility and public image of the logistics industry.
The literature review reveals a gap in research focusing specifically on the awareness and utilization of green logistics technology, certification, and (continued on next page)
standards among practitioners in the Chinese e-commerce sector. Existing studies often highlight the importance of green logistics but provide limited
insight into the practical implementation and awareness levels within specific organizational contexts, such as Jing Dong. 2

44
C. Yunlin The Asian Journal of Shipping and Logistics 39 (2023) 37–46

(continued )
Variables Explanation

GLSC 4 JD’s green logistics standards and certification improve the sustainable development capabilities of enterprises.
GLSC 5 JD’s green logistics standards and certification promote the development of green logistics and reduce negative impacts on the ecosystem.

The significance of this study lies in its potential to fill this gap in the literature by shedding light on the current state of awareness and adoption of green logistics practices among logistics
practitioners at Jing Dong. By examining the factors influencing awareness and implementation, the research aims to provide valuable insights for both academia and industry. Understanding
the level of awareness and utilization of green logistics technology, certification, and standards is crucial for promoting sustainability initiatives and mitigating environmental impacts within the
logistics operations of e-commerce companies. Therefore, the study holds significance not only for scholarly advancement but also for informing practical strategies aimed at enhancing
sustainability practices in the Chinese e-commerce logistics sector. 3
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