---
id: "claim-sustainability-labels-behavior"
type: "claim"
source_timestamps: ["§ The Store as a Logistics Hub", "¶4"]
source_title: "The Comeback of the Physical Store—and What It Means for Your Business"
source_url: "https://hbr.org/2026/04/the-comeback-of-the-physical-store-and-what-it-means-for-your-business"
tags: ["sustainability", "consumer-behavior"]
related: ["concept-store-as-logistics-hub"]
confidence: "low"
testable: true
speakers: ["Frank V. Cespedes", "Pietro Satriano"]
sources: ["tail1"]
sourceVaultSlug: "hbr-seg-tail1"
originDay: 1
articleStem: "hbr-tail-114-comeback-physical-store"
sourceUrl: "https://hbr.org/2026/04/the-comeback-of-the-physical-store-and-what-it-means-for-your-business"
sourceTitle: "The Comeback of the Physical Store—and What It Means for Your Business"
---
# Sustainability labels drastically shift fulfillment toward store pickup

**Claim:** One study found that simply including **sustainability labels at checkout** (highlighting that in-store pickup reduces packaging, emissions, and traffic congestion versus home delivery) caused **store-pickup rates to more than double**, while **home deliveries dropped 43%** — with **no negative impact on customer satisfaction**. Reinforces [[concept-store-as-logistics-hub]].

**Source confidence:** high (as stated in-source).

> **Enrichment check — downgraded to LOW.** No provided source identifies the study, sample, or effect size behind the 'more than doubled' and '−43%' figures. **Plausible but uncited** — flag the specific numbers as pending the original study when quoting.