D3.2: Assessment framework for consumers behaviour change

CodeZERO aims to co-create and test sustainable last-mile delivery and return solutions for ecommerce along with communication guidelines on how to influence consumer choice of delivery option. Communication methods, developed using the guidelines, will be implemented and tested along with delivery solutions in four pilots in European cities. This Deliverable presents a framework for the evaluation of communication measures implemented in the CodeZERO pilots.

The framework is developed with a view to its future use by practitioners and retailers needing to evaluate communications with consumers about sustainable delivery choices. The framework comprises a set of indicators that can be used to measure how and to what extent communication about sustainable delivery and return options has influenced consumer delivery choice. The framework is based on a two-part model of factors that need to be measured to assess: 1. The mechanism by which communication influences consumer choice of delivery option. 2. The characteristics and effectiveness of communication intervention. The two-part model was developed based on a review of CodeZERO findings, behavioural change theories, and evidence-based frameworks for evaluating change in sustainable consumption behaviour.