Activating the Consumer: Toward More Sustainable Last‐Mile Delivery

ABSTRACT This article investigates the impact of sustainability messaging on activating consumers' preferences for more sustainable last‐mile delivery options, namely the use of parcel lockers versus home delivery. By employing signaling theory, this research explores how firms can effectively communicate the sustainability impact of last‐mile delivery options to drive consumers toward more sustainable options. Through three scenario‐based experiments, we analyze the influence of positive and negative sustainability messages across the environmental, social, and economic dimensions of the Triple Bottom Line on US consumers' likelihood to select parcel lockers. Our findings reveal that consumer choices are significantly affected by the framing of sustainability messages, as well as by shopping motivations and residential location. Notably, rural consumers exhibit a preference for parcel lockers when presented with negative sustainability messages, while urban consumers favor them under positive messaging and hedonic motivations. This research contributes to the stream of research on consumer logistics and last‐mile delivery by providing valuable understanding into consumer‐centric strategies that can enhance sustainability in logistics operations. The implications for both theory and practice are discussed, highlighting the need for targeted communication strategies in promoting parcel locker adoption and activating sustainable delivery practices.