Abstract

E-commerce results in more last mile deliveries, increased freight traffic and potentially also higher CO₂- emissions. This paper is a novel contribution to the literature in terms of investigating consumers’ willingness to pay (WTP) for climate-friendly last mile deliveries through reduced or no CO₂-emissions from the delivery. 460 females between 18 and 70 years of age responded to an internet panel survey about their stated preferences for last mile delivery options for online clothing rentals. A discrete choice experiment (DCE) was performed and the data analyzed using both multinomial logit (MNL) and mixed multinomial logit (MMNL) models. The results show that females are willing to pay for CO₂-mitigation, and that their WTP increases with consumer income, employment, willingness to change habits to solve the environmental challenges of today, and preferences for sustainable online shopping and delivery alternatives, but decreases with the frequency of online shopping. The WTP for 1 kg CO₂ exceeds the WTP for any other aspects of the last mile delivery; i.e. delivery time, delays and information services (notification of departure and arrival). The results indicate that freight operators (carriers) and online retailers can transfer (some of) the costs of climate-friendly last mile delivery to their customers. This is important knowledge for urban planners as it provides support for CO₂-mitigating measures aimed at last mile delivery services in order to achieve more environmentally sustainable urban freight transport.

摘要

电子商务导致更多的最后一英里交付、增加的货运量和潜在的更高的 CO ₂ - 排放量。_{这篇论文是对文献的新颖贡献，它通过减少或不产生交付中的 CO 2}排放来调查消费者对气候友好型最后一英里交付的支付意愿 (WTP) 。460 名年龄在 18 至 70 岁之间的女性对一项互联网小组调查做出了回应，调查内容涉及她们对在线服装租赁的最后一英里交付选项的偏好。进行了离散选择实验 (DCE)，并使用多项式 Logit (MNL) 和混合多项式 Logit (MMNL) 模型对数据进行了分析。结果显示女性愿意为CO _2买单-缓解，他们的 WTP 随着消费者收入、就业、改变习惯以解决当今环境挑战的意愿以及对可持续在线购物和交付替代方案的偏好而增加，但随着在线购物的频率而降低。1 kg CO ₂的 WTP 超过最后一英里交付的任何其他方面的 WTP；即交货时间、延误和信息服务（出发和到达通知）。结果表明，货运运营商（承运人）和在线零售商可以将（部分）气候友好型最后一英里交付的成本转移给他们的客户。这对城市规划者来说是重要的知识，因为它为 CO _{2提供了支持}-针对最后一英里送货服务的缓解措施，以实现更具环境可持续性的城市货运。