The Role of Solution-Oriented Communication and Transparency in Consumer Willingness to Pay for Sustainable Delivery : A ValueBeliefNorm (VBN) Theory Perspective

This study investigates the influence of solution-oriented communication and transparency regarding green premium allocation on consumer willingness to pay for sustainable delivery options, employing the Value-Belief-Norm theory as the guiding framework. With increasing global emphasis on eco-friendly logistics, understanding the behavioural triggers that drive willingness to pay is critical for enhancing consumer adoption of sustainable last-mile delivery services. A quantitative survey was conducted among 308 consumers, and mediation analysis using PROCESS Macro Model 4 examined the indirect effect of pro-environmental orientation on the relationship between the independent variables and willingness to pay. The findings reveal that both solution-oriented communication and transparency positively affect on willingness to pay, with pro-environmental orientation partially mediating these relationships. The results suggest that clear, action-focused messaging and transparency in the allocation of green premiums can activate personal norms and environmental values, reinforcing the Value-Belief-Norm framework. These insights offer practical guidance for businesses and policymakers to design effective sustainability communication strategies that foster consumer trust, reduce scepticism, and increase the perceived value of green delivery alternatives. While the results align closely with theoretical predictions, limitations include the possibility of sample bias, as responses may be skewed toward sustainability-conscious participants. Future research should explore a more diverse demographic base and incorporate qualitative approaches to deepen understanding. This study contributes to the growing body of literature on sustainable consumer behaviour, offering actionable implications for marketing communication, green logistics, and consumer engagement in environmental responsibility.