D2.5: Quantitative analysis of consumer preferences

This deliverable explores how online consumers across ten European countries make trade-offs between cost, convenience, and sustainability when selecting delivery and return options. The study aims to better understand consumer behaviour in e-commerce contexts to support the development of more sustainable last-mile delivery and return solutions.

The research is based on a large-scale online survey (10,092 respondents) and a choice-based conjoint experiment designed to simulate realistic decision-making scenarios. Six key delivery attributes were examined: price, delivery partner & ethics, speed, tracking information, location, and packaging. A separate set of attitudinal items captured how consumers perceive and engage with returns.

Two main objectives guided the study: (1) identifying the conditions under which consumers are willing to choose more sustainable delivery options, and (2) understanding how consumer attitudes toward returns contribute to national differences in return behaviour.

Findings show that delivery price is the most influential factor, with a non-linear response pattern. Consumers strongly prefer free or low-cost delivery and willingness to pay drops sharply as prices increase. Beyond price, consumers also value ethical and convenience-related attributes, showing moderate but consistent preferences for eco-friendly delivery options and home delivery. Segmentation analysis revealed four distinct consumer profiles, i.e. price-sensitive, home-delivery-focused, service-oriented, and sustainability-driven, each with different priorities and thresholds for adopting sustainable alternatives. Preferences were broadly consistent across product types and countries but revealed clear local variations in delivery habits.

In terms of returns, four attitudinal profiles emerged, ranging from convenience-focused to return-avoidant consumers. These attitudes significantly influenced return frequency and helped explain cross-country differences. The findings highlight that return behaviour is shaped not just by policy or logistics, but also by personal norms, emotions, and cultural context.

Overall, the study offers a broader understanding of consumer behaviour and provides a strong empirical foundation for designing communication strategies and behaviour change interventions.