Developing behaviour change techniques on local online retailers to encourage sustainable cargo bike delivery
Michael Thelen, Alexander Planitzer, Julia Gottesheim (2025): Developing behaviour change techniques on local online retailers to encourage sustainable cargo bike delivery In: Conference Proceedings of the 10th International Conference on New Business Models: Global Challenges - Local Responses: Scaling up local sustainability innovations and business models to address the SDGs. National and University Library of Iceland.
The growth of e-commerce has instigated significant logistics challenges, with projections suggesting a notable rise in delivery vehicles by 2030. This development is accompanied by negative environmental externalities, including air and noise pollution, traffic congestion and greenhouse gas emissions. Particularly, the last-mile delivery segment accounts for a substantial portion of delivery CO2 emissions. To date, supply-side solutions have primarily focused on adopting cleaner vehicles such as e-cargo bikes, whose commercial use has been steadily increasing – as they are virtually noiseless, zero-emission, and highly maneuverable. However, there is growing recognition of the need for aligned demand-side approaches that motivate consumers to choose sustainable delivery options (i.e., cargo bike delivery) when offered to them. Furthermore, enterprises that emphasize eco-attributes can potentially increase their competitive advantage. Thus, this research aims to develop novel behavior change techniques (BCTs) to encourage sustainable consumer delivery choices. Through an experimental webshop prototype simulator, this study will test consumer-facing BCTs easily adoptable by small businesses. Contributions include delving into the systematic process of developing novel BCTs according to intervention design methodologies that are accepted by all facets of the smart urban bicycle logistics ecosystem and consider the needs of citizens, logistics providers and online retailers. Additionally, insights are given concerning the development of a research-based webshop simulator for effective field testing in an online retail environment. Ultimately, the research seeks to promote local cargo bike courier services, nurture sustainable consumerism, and develop resilient business models that address contemporary social and market contexts while spurring local economic development.
