Alleviating consumer demand for fast last-mile delivery: Behavioral nudges and their impact on delivery preferences

The growing need for last-mile deliveries in e-commerce imposed stresses on the logistics system, leading to strain and environmental damage. This has forced the need for better delivery options that work for sustainability and well-being practices. Decision architecture and nudging play a critical role in addressing these challenges. The study investigates how choice architecture can change e-commerce consumers through measuring the readiness to wait and accept slower delivery, minimising harmful impacts on the environment, and improving delivery staff working conditions. The research involved 148 participants, mostly aged 25-34 with a high number shopping online once a week or monthly. The study used an experimental survey/questionnaire research approach to compare the effect of different types of nudges on consumers’ choice of delivery options. The results showed that people in all four groups (control, incentive, educational, and social) were willing to wait an average of 5.4 to 6.6 days. The social proof group was the most willing to wait, with a significantly higher desire to wait than zero in all three groups.The study emphasises that raising customer knowledge is key to encouraging eco-friendly practices in online shopping. It suggests that discounts and carbon emissions data outreach can encourage responsible choices. But, the small sample size may not prove highly acceptable. It is recommended to conduct field experiments with a larger-scale study for further investigation. Accessibility nudges can also ease the burden as this study showed a little effect on willingness to wait.