B2C e-commerce is still one of the fastest growing marketing channels in almost all product categories yielding to less bundled direct-to-consumer deliveries. Last mile deliveries cause costs and emissions especially in urban areas with a high density of e-customers. Therefore, stakeholders in the context of last mile parcel deliveries are interested in implementing efficient, innovative and ecological last mile concepts. Additionally, such concepts must fulfill the requirements and expectations of online customers as parcel recipients because last mile delivery is the critical link between an online purchase and the delivery to the address stated by the customer. In our customer-driven central last mile micro depot (CMD) project a potential analysis was carried out for the implementation of a CMD with the aim of environmentally-friendly and bundled last mile delivery. Our paper tries to close a research gap by examining acceptance and willingness-to-pay for an alternative last mile delivery concept from the perspective of the customer. Our empirical results based on a survey among German major city residents indicate that city residential areas are potentially more suitable for the realization of a CMD-project than other areas. Furthermore, younger and employed inhabitants are most willing to use the CMD. Based on our statistical model we are able to predict values for the willingness to pay per parcel for a specific population of urban inhabitants. A high proportion of the population in cities (60%) would be interested in participating. However, only 36% are willing to pay in addition to the usual parcel delivery charges. 26% are willing to pay €1.00 or more.

B2C 电子商务仍然是几乎所有产品类别中增长最快的营销渠道之一，可以减少捆绑的直接面向消费者的交付。最后一英里交付会导致成本和排放，尤其是在电子客户密集的城市地区。因此，在最后一英里包裹递送的背景下，利益相关者对实施高效、创新和生态的最后一英里概念感兴趣。此外，此类概念必须满足在线客户作为包裹收件人的要求和期望，因为最后一英里交付是在线购买和交付至客户指定地址之间的关键环节。在我们以客户为导向的中央最后一英里微型仓库 (CMD) 项目中，我们对实施 CMD 的潜力进行了分析，目的是实现环保和捆绑式最后一英里交付。我们的论文试图通过从客户的角度检查替代最后一英里交付概念的接受度和支付意愿来缩小研究差距。我们基于德国主要城市居民调查的实证结果表明，城市住宅区比其他地区更适合实现 CMD 项目。此外，年轻和就业的居民最愿意使用 CMD。根据我们的统计模型，我们能够预测特定城市居民每块地块的支付意愿值。城市中很大比例的人口 (60%) 有兴趣参与。然而，只有 36% 的人愿意在通常的包裹递送费用之外支付。26% 的人愿意支付 1.00 欧元或更多。