Gender heterogeneity in couriers' mode choice behaviours: Crowd-shipping for E-groceries

This paper examines the mode choice behaviour of occasional couriers providing crowd-shipping (CS) deliveries for e-groceries, with a particular focus on gender heterogeneity. Using a behavioural survey conducted in Kharkiv, Ukraine, in early 2021, combined with simulated travel attributes and discrete choice modelling based on random utility maximisation theory, this study explores how gender influences mode preferences and willingness to pay (WTP) across six transport modes within a crowd-shipping context. The results reveal significant gender-based differences in both mode choice and WTP. Female couriers consistently exhibit a higher WTP across all transport modes compared to their male counterparts. For instance, women's WTP for cycling (90 UAH/h) is substantially higher than men's (59.79 UAH/h), while for car-based deliveries, women's WTP reaches 87.16 UAH/h, compared to 54.94 UAH/h for men. These findings suggest that women require higher compensation, particularly for non-motorised modes, likely due to differences in physical effort required and perceived comfort.