D2.5 Fast Read | Quantitative analysis of consumer preferences

Given the rapidly growing e-commerce sector and the growing number of studies on sustainable last-mile distribution, there is a growing recognition that consumer behaviour is a critical component of last-mile delivery operations. And while consumers are becoming increasingly aware of sustainability, many continue to prioritise convenience and cost over more sustainable delivery options.

As a result, there is little evidence to suggest that sustainable delivery choices are gaining significant traction. This poses a challenge, as active consumer engagement is essential for implementing solutions such as using out-of-home delivery options, like parcel lockers, or flexibility with delivery timeframes to improve route optimisation. Understanding these behaviours not only provides insights into individuals' choices and preferences, but it also provides a basis for designing targeted interventions to encourage sustainable delivery choices.

To achieve this, a large-scale online survey of over 10,000 respondents was conducted with a choice-based conjoint exercise in ten European countries. To simulate realistic decision situations and assess how consumers make their trade-offs, the experiment focused on six delivery attributes:

• price;
• delivery partner and ethics;
• speed;
• flexibility;
• location;
• packaging.

A separate set of attitudinal statements explored how consumers view and interact with product returns. Findings show that delivery price remains the most influential factor, though ethical and convenience-related attributes also matter – especially when they don’t compromise ease or cost.

Additionally, analysis also identified four different groups with distinct preferences, highlighting the need for targeted interventions. When it comes to returns, attitudes vary across countries and have a major influence on behavior.