Factors Influencing Customer Willingness to Adopt Sustainable Last-Mile Delivery: A Case Study of Posti in Helsinki
Kohovilage, Chandrika (2026)
2026
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2026052014222
https://urn.fi/URN:NBN:fi:amk-2026052014222
Tiivistelmä
This thesis is an analysis of the determinants of customer willingness to utilize sustainable last-mile delivery with focus to Posti in Helsinki metropolitan region. Last-mile delivery is the last stage in delivering a product, where the product is moved out of a distribution centre to the customer. Sustainable last-mile delivery in this research implies carrying out the delivery of parcels in a manner that minimizes environmental impact, and in particular, carbon emissions.
Last-mile delivery is now a significant contributor of urban emissions with the rapid development of e-commerce. Due to this fact, the research will be trying to comprehend what motivates customers to use more sustainable delivery methods. The study relies on the Theory of Planned Behaviour (TPB) and considers five key aspects, including perceived environmental benefit, flexible delivery conditions, perceived effort and convenience, perceived affordability, and trust of delivery reliability.
It was a quantitative study, and the data was gathered with the help of an online questionnaire with 100 participants in Helsinki. Descriptive statistics, reliability tests and multiple regression analysis with SPSS were used to analyse the data.
The findings indicate that the perception of reliability in delivery and perceived affordability are the only factors that have a notable impact on the intention to use sustainable delivery modes. In contrast, there was no significant effect on perceived environmental benefits, flexibility of delivery, and convenience.
In general, the results indicate that when customers believe that the service is of a good quality and the cost is affordable, they tend to prefer sustainable delivery more than because it is eco-friendly.
Last-mile delivery is now a significant contributor of urban emissions with the rapid development of e-commerce. Due to this fact, the research will be trying to comprehend what motivates customers to use more sustainable delivery methods. The study relies on the Theory of Planned Behaviour (TPB) and considers five key aspects, including perceived environmental benefit, flexible delivery conditions, perceived effort and convenience, perceived affordability, and trust of delivery reliability.
It was a quantitative study, and the data was gathered with the help of an online questionnaire with 100 participants in Helsinki. Descriptive statistics, reliability tests and multiple regression analysis with SPSS were used to analyse the data.
The findings indicate that the perception of reliability in delivery and perceived affordability are the only factors that have a notable impact on the intention to use sustainable delivery modes. In contrast, there was no significant effect on perceived environmental benefits, flexibility of delivery, and convenience.
In general, the results indicate that when customers believe that the service is of a good quality and the cost is affordable, they tend to prefer sustainable delivery more than because it is eco-friendly.