Consumer behavior towards last mile delivery methods

The present study examines consumer behavior and perspectives towards modern delivery methods, primarily in Northern Greece. The main objective is to identify consumer characteristics and compare possible correlations in order to identify potential influences. Through a comprehensive analysis of the attributes consumers consider important and their overall experiences with last mile delivery services (automated vehicles, smart lockers and sustainable vehicles), this research aims to contribute to a general framework for companies in the supply chain sector. The research is based on a review of the relevant literature, a conceptual framework integrating the attributes of perceived usefulness, perceived ease of use, perceived sustainability, perceived costs, intention to use, attitude and perceived safety. This inclusion of perceived safety as a moderator recognizes the unique challenges and considerations associated with the adoption of technology in the last-mile delivery sector, where users may prioritize the safety of their personal information, the security of transactions, and the overall reliability of the delivery process. The research conducted with the form of questionnaires which was distributed to 102 participants. The survey responses were collected and statistically analyzed to discern patterns and correlations among consumer characteristics and their attitudes towards modern delivery methods. Preliminary findings suggest that factors such as perceived sustainability and perceived ease of use play pivotal roles in shaping consumer preferences and intentions to use these delivery services whereas perceived safety does not present strong correlation towards attitude.