D2.1: Definition of consumer groups

The rapid growth of e-commerce has intensified pressures on urban transport systems, particularly through last-mile deliveries. Despite the availability of sustainable alternatives, consumer use remains limited. It is therefore important to map how consumers make choices for sustainable delivery and returns based on a range of characteristics, including socio-economic and demographic profiles, online shopping behaviour, attitudes towards sustainability and the influence of social networks, and identifying a range of consumer profiles suited to different behavioural change strategies.

This deliverable identifies four consumer personas based on motivation, sustainability awareness, and behavioural habits related to (sustainable) delivery and return options. These profiles, Pro-sustainable, Uncommitted, Ignorant, and Careless, are drawn from an integrated analysis of academic literature, attitudinal data, delivery preference patterns, and qualitative insights into real-life decision-making.

This segmentation supports the development of behavioural interventions, communication strategies, and policy tools that align with the practical realities of consumer behaviour. Emphasising psychological and situational drivers over static demographic traits, this approach contributes to more targeted and effective efforts to encourage sustainable e-commerce practices.

The analysis confirms that attitudes toward sustainability and contextual enablers offer greater predictive power than socio-demographic characteristics. While some consumers align behaviour with environmental values, many are constrained by convenience, habitual routines, or insufficient information. Even among those expressing strong sustainability concerns, situational constraints often override intentions.

Tailored strategies are necessary to engage each consumer type. Pro-sustainable consumers benefit from clear and trustworthy information, while uncommitted and ignorant consumers require nudges, simplified options, and improved transparency. For careless consumers, structural interventions such as default settings and price incentives are likely to be more effective than awareness campaigns alone.