Drivers and barriers in adopting a crowdshipping service: A mixed-method approach based on an extended theory of planned behaviour

Increasing traffic from last mile delivery related to e-commerce adds to issues of congestion, carbon emissions and liveability in cities worldwide. The present study investigates the potential and accompanying contingencies for user-uptake of a crowdshipping solution that combines automated parcel lockers with public transport, allowing users to bring along parcels on their trips, in an attempt to reduce last mile traffic and associated challenges. We apply a mixed-method approach, using in-depth interviews and an online survey based on an extended version of the Theory of Planned Behaviour, to examine the motivational drivers, barriers and socio-spatial contexts influencing the intention to participate in the proposed crowdshipping concept. To this end, relevant demographic and psychological factors are investigated. Results point to the importance of three psychological factors: (1) the anticipated social value and positive emotions, (2) perceived ease of use and convenience and (3) the potentially sceptical attitudes towards participating in a commercially organized crowdshipping concept including the possible negative associations tied to this. Younger people, in particular students, showed a higher intention to participate. The paper discusses the resulting opportunities for increasing user uptake and motivation that could be pursued through communication and the design of the crowdshipping service.