Perceptions of Sustainability and Consumer Intention in Last-Mile Deliveries: The Mediating Role of Incentives and Perceived Sacrifice

Öz

Last-mile deliveries have become one of the most critical and problematic stages of logistics systems with the proliferation of e-commerce. This process has sparked significant debates not only in terms of operational costs but also regarding its environmental and social impacts. This study aims to the effect of sustainability perception in last-mile deliveries on consumers’ intention to choose these services in the future. Additionally, the study analyzes how this relationship is shaped through incentives offered by the companies and the level of sacrifice perceived by consumers. In this study the perception of sustainability was examined in its environmental, social, and economic dimensions, and data collected from 347 participants using snowball sampling were analyzed using quantitative methods. The findings reveal that the perception of environmental sustainability has a direct and significant effect on consumer intention. In contrast, the results indicate that the effects of the perceptions of social and economic sustainability on consumer intention are not direct but emerge through incentives. On the other hand, the findings show that perceived altruism does not play a significant mediating role in this relationship. These findings suggest that awareness alone is insufficient for the adoption of sustainable delivery practices; consumer behavior is shaped in conjunction with incentive mechanisms. This study contributes to the literature by identifying the effects of different dimensions of sustainability perception on consumer behavior and by elucidating the role of mediating mechanisms in this process.

Anahtar Kelimeler

• E-Commerce
• Logistics
• Last-Mile Delivery
• Sustainability
• Consumer Intent

Son Kilometre Teslimatlarında Sürdürülebilirlik Algısı ve Tüketici Niyeti: Teşviklerin ve Algılanan Fedakarlığın Aracılık Rolü

Öz

Son kilometre teslimatları, e-ticaretin yaygınlaşmasıyla birlikte lojistik sistemlerin en kritik ve aynı zamanda en problemli aşamalarından biri haline gelmiştir. Bu süreç yalnızca operasyonel maliyetler açısından değil, aynı zamanda çevresel ve sosyal etkileri bakımından da önemli tartışmaları beraberinde getirmektedir. Bu çalışma, son kilometre teslimatlarında sürdürülebilirlik algısının tüketicilerin bu hizmetleri gelecekte tercih etme niyetleri üzerindeki etkisini incelemeyi amaçlamaktadır. Ayrıca, bu ilişkinin firma tarafından sunulan teşvikler ve tüketicilerin algıladıkları fedakârlık düzeyi aracılığıyla nasıl şekillendiğini analiz etmektedir. Araştırma kapsamında sürdürülebilirlik algısı çevresel, sosyal ve ekonomik boyutlarıyla ele alınmış ve kartopu örnekleme ile 347 katılımcıdan elde edilen veriler nicel analiz yöntemleri kullanılarak değerlendirilmiştir. Elde edilen bulgular, çevresel sürdürülebilirlik algısının tüketici niyeti üzerinde doğrudan ve anlamlı bir etkisi olduğunu ortaya koymaktadır. Buna karşılık sosyal ve ekonomik sürdürülebilirlik algılarının tüketici niyeti üzerindeki etkisinin doğrudan değil, teşvikler aracılığıyla ortaya çıktığı belirlenmiştir. Diğer yandan, algılanan fedakârlığın bu ilişkide anlamlı bir aracılık rolü üstlenmediği görülmüştür. Bu bulgular, sürdürülebilir teslimat uygulamalarının benimsenmesinde yalnızca farkındalığın yeterli olmadığını; tüketici davranışlarının teşvik mekanizmalarıyla birlikte şekillendiğini göstermektedir. Çalışma, sürdürülebilirlik algısının farklı boyutlarının tüketici davranışı üzerindeki etkilerini ayrıştırarak ve bu süreçte aracı mekanizmaların rolünü ortaya koyarak literatüre katkı sunmaktadır.

Anahtar Kelimeler

• E-Ticaret
• Lojistik
• Son Kilometre Teslimatı
• Sürdürülebilirlik
• Tüketici Niyeti

Kaynakça

1. AGATZ, Niels, FAN, Yingjie ve STAM, Daan (2021), "The Impact of Green Labels on Time Slot Choice and Operational Sustainability", Production and Operations Management, S.30(7), ss.2285-2303, https://doi.org/10.1111/poms.13368
2. ALTUNIŞIK, Remzi, COŞKUN, Recai, BAYRAKTAROĞLU, Serkan ve YILDIRIM, Engin (2010), Sosyal Bilimlerde Araştırma Yöntemleri SPSS Uygulamalı, Sakarya Yayıncılık, Sakarya.
3. AMAYA, Johanna, ENCARNACIÓN, Tatiana ve CANTILLO, Víctor (2025), “Sustainable Last Mile Delivery Alternatives: Influencing Factors and Willingness to Use”, Transportation Research Part D: Transport and Environment, Cilt.139, ss.(104574).
4. AZİZ, Aysel (2013), Sosyal Bilimlerde Araştırma Yöntemleri ve Teknikleri, Nobel Yayınları, Ankara.
5. BERK, Laura (2018), Development Through the Lifespan, Pearson Education Press, Hoboken, 7. Baskı.
6. BERNON, Michael, CULLEN, John ve GORST, Jonathan (2016), "Online Retail Returns Management: Integration within an Omni-Channel Distribution Context", International Journal of Physical Distribution & Logistics Management, S.46(6-7), ss.584-605, https://doi.org/10.1108/IJPDLM-01-2015-0010
7. BROWNE, Michael W. ve CUDECK, Robert (1992), "Alternative Ways of Assessing Model Fit", Sociological Methods & Research, S.21(2), ss.230-258.
8. BROWNE, Michael W. ve CUDECK, Robert (1993), "Alternative Ways of Assessing Model Fit", Testing Structural Equation Models (Ed. Kenneth A. Bollen, J. Scott Long), Sage Publishing, Newbury Park - California, ss.136-162.

9. BULDEO RAI, Heleen, VERLINDE, Sara ve MACHARIS, Cathy (2019), "The ‘Next Day, Free Delivery’ Myth Unravelled: Possibilities for Sustainable Last Mile Transport in an Omnichannel Environment", International Journal of Retail & Distribution Management, S.47(1), ss.39-54, https://doi.org/10.1108/IJRDM-06-2018-0104
10. BULDEO RAI, Heleen, VERLINDE, Sara, MACHARIS, Cathy ve SCHOUTTEET, Penelope (2021), "The Impact of Urban Freight Transport Solutions on Consumer Behavior", Transportation Research Part D: Transport and Environment, S.93, ss.(102794), https://doi.org/10.1016/j.trd.2021.102794
11. CARRINGTON, Michal J., NEVILLE, Benjamin A. ve WHITWELL, Gregory J. (2010), "Why Ethical Consumers Don’t Walk Their Talk: Towards a Framework for Understanding the Gap Between the Ethical Purchase Intentions and Actual Buying Behaviour of Ethically Minded Consumers", Journal of Business Ethics, S.97, ss.139-158, https://doi.org/10.1007/s10551-010-0501-6
12. CARTER, Carter R. ve ROGERS, Dale S. (2008), "A Framework of Sustainable Supply Chain Management: Moving Toward New Theory", International Journal of Physical Distribution & Logistics Management, S.38(5), ss.360-387, https://doi.org/10.1108/09600030810882816
13. CAUWELIER, Kathleen, BULDEO RAI, Heleen, PUTTEMANS, Karen, MACHARIS, Cathy ve MOMMENS, Koen (2024), “From Cart to Door: Unravelling Consumer Behaviour Through Attitudinal Sustainability Profiles”, Transportation Research Part D: Transport and Environment, Cilt.130, ss.(104168).
14. CRONIN, Joseph J., BRADY, Michael K. ve HULT, G. Tomas M. (2000), "Assessing the Effects of Quality, Value, and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments", Journal of Retailing, S.76(2), ss.193-218, https://doi.org/10.1016/S0022-4359(00)00028-2
15. DEMİR, Emrah, HUANG, Yuan, SCHOLTS, Sebastiaan ve VAN WOENSEL, Tom (2015), "A Selected Review on the Negative Externalities of the Freight Transportation: Modeling and Pricing", Transportation Research Part E: Logistics and Transportation Review, S.77, ss.95-114.
16. DIETL, Melanie, VOIGT, Stefan ve KUHN, Heinrich (2024), “From Rush to Responsibility: Evaluating Incentives on Online Fashion Customers’ Willingness to Wait”, Transportation Research Part D: Transport and Environment, Cilt.133, ss.(104280).
17. EDWARDS, Julia, McKINNON, Alan ve CULLINANE, Sharon (2010), "Comparative Analysis of the Carbon Footprints of Conventional and Online Retailing", International Journal of Physical Distribution & Logistics Management, S.40(1/2), ss.103-123, https://doi.org/10.1108/09600031011018055
18. ERGÜN, Kutlu (2025), "An Investigation of the Association Between Behavioral Economics and Financial Behavior", Politik Ekonomik Kuram, S.9(1), ss.1-15, https://doi.org/10.30586/pek.1567754
19. FIELD, Andy (2018), Discovering Statistics Using IBM SPSS Statistics, Sage Publishing, Los Angeles, 5. Baskı.
20. FORNELL, Claes ve LARCKER, David F. (1981), "Evaluating Structural Equation Models with Unobservable Variables and Measurement Error", Journal of Marketing Research, S.18(1), ss.39-50, https://doi.org/10.1177/002224378101800104
21. GEORGE, Darren ve MALLERY, Paul (2016), IBM SPSS Statistics 23 Step by Step: A Simple Guide and Reference, Routledge Publishing, New York, 14. Baskı.
22. GEVAERS, Roel, VAN DE VOORDE, Eddy ve VANELSLANDER, Thierry (2011), "Characteristics and Typology of Last- Mile Logistics from an Innovation Perspective in an Urban Context", City Distribution and Urban Freight Transport (Ed. Cathy Macharis, Sandra Melo), Edward Elgar Publishing, Massachusetts, ss.56-71.
23. GRISKEVICIUS, Vladas, TYBUR, Joshua M. ve VAN DEN BERGH, Bram (2010), "Going Green to Be Seen: Status, Reputation, and Conspicuous Conservation", Journal of Personality and Social Psychology, S.98(3), ss.392-404, https://doi.org/10.1037/a0017346
24. GRUBER, Julian, KIHM, Alexis ve LENZ, Barbara (2014), "A New Vehicle for Urban Freight? An Ex-Ante Evaluation of Electric Cargo Bikes in Courier Services", Research in Transportation Business & Management, S.11, ss.53-62, https://doi.org/10.1016/j.rtbm.2014.03.004
25. HAYES, Andrew F. (2022), Introduction to Mediation, Moderation, and Conditional Process Analysis: A Regression- Based Approach, The Guilford Press, New York, 3. Baskı.
26. HU, Li Tze ve BENTLER, Peter M. (1999), "Cutoff Criteria for Fit Indexes in Covariance Structure Analysis: Conventional Criteria Versus New Alternatives", Structural Equation Modeling: A Multidisciplinary Journal, S.6(1), ss.1-55, https://doi.org/10.1080/10705519909540118
27. HÜBNER, Alexander, KUHN, Hannes ve WOLLENBURG, Johannes (2016), "Last Mile Fulfilment and Distribution", International Journal of Retail & Distribution Management, S.44(3), ss.228-247, https://doi.org/10.1108/IJRDM-11-2014-0154
28. IGNAT, Bogdan ve CHANKOV, Svetoslav M. (2020), "Do E-Commerce Customers Change Their Preferred Last-Mile Delivery Based on Its Sustainability Impact?", The International Journal of Logistics Management, S.31(3), ss.521-548, https://doi.org/10.1108/IJLM-11-2019-0305
29. KARLI, Hasan ve TANYAŞ, Mehmet (2024), "Innovative Delivery Methods in the Last Mile: Unveiling Consumer Preference", Future Transportation, S.4(1), ss.152-173, https://doi.org/10.3390/futuretransp4010009
30. KAYAGİL, Tuğçe ve GEZİCİ, Ümit (2024), “Green Choices: The Impact of Environmental Consciousness on Price Sensitivity and Purchase Intentions”, İşletme ve Girişimcilik Araştırmaları Dergisi, S.5, ss.18-37, https://izlik.org/JA67HN57RX
31. KIBA-JANIAK, Maja, CHEBA, Katarzyna, MUCOWSKA, Magdalena, DE OLIVEIRA, Leise Kelli, PIECYK, Maja, EVANGELISTA, Pietro, PROCKL, Günter ve RZEŚNY-CIEPLIŃSKA, Jagienka (2024), “How to Design a Sustainable Last-Mile Delivery and Returns Business Model from E-Customers’ Expectations Perspective?”, Research in Transportation Business & Management, Cilt.56, ss.(101194).
32. KLEIN, Pascal ve POPP, Björn (2022), "Last-Mile Delivery Methods in E-Commerce: Does Perceived Sustainability Matter for Consumer Acceptance and Usage?", Sustainability, S.14(24), ss.(16437), https://doi.org/10.3390/su142416437
33. KOKKINOU, Aikaterini, QUAK, Hans, MITAS, Ondrej ve MANDEMAKERS, Annemarie (2024), "Should I Wait or Should I Go? Encouraging Customers to Make the More Sustainable Delivery Choice", Research in Transportation Economics, S.103, ss.(101388), https://doi.org/10.1016/j.retrec.2023.101388
34. LIN, Pei-Chun ve HUANG, Yi-Huang (2012), "The Influence Factors on Choice Behavior Regarding Green Products Based on the Theory of Consumption Values", Journal of Cleaner Production, S.22(1), ss.11-18, https://doi.org/10.1016/j.jclepro.2011.10.002
35. NGUYEN, Duc-Hung, DE LEEUW, Sander ve DULLAERT, Wout E. (2018), "Consumer Behaviour and Order Fulfilment in Online Retailing: A Systematic Review", International Journal of Management Reviews, S.20(2), ss.255-276, https://doi.org/10.1111/ijmr.12129
36. OFLAÇ, Başak Seçkin ve ÖZCAN, Serap (2025), “Determinants of Customers’ Intention to Adopt Last Mile-Attended Service Points”, Istanbul Business Research, S.54(2), ss.214-231, https://doi.org/10.26650/ibr.2025.54.1357486
37. OLSSON, Johan, HELLSTRÖM, Daniel ve PÅLSSON, Henrik (2019), "Framework of Last Mile Logistics Research: A Systematic Review of Literature", Sustainability, S.11(24), ss.(7131), https://doi.org/10.3390/su11247131
38. ÖZDAMAR, Kazım (2017), Eğitim, Sağlık ve Davranış Bilimlerinde Ölçek ve Test Geliştirme, Nisan Kitabevi, Eskişehir.
39. ÖZKAN, Ömer ve KAYA ŞAHİN, Şule (2015), "Bilimsel Makalede ‘Sınırlılıklar’ Neden ve Nasıl Yazılır", TAF Preventive Medicine Bulletin, S.14(6), ss.496-505, https://doi.org/10.5455/pmb.1-1429055604
40. PALLANT, Julie (2016a), SPSS Kullanma Kılavuzu: SPSS ile Adım Adım Veri Analizi (Çev. Seçil Balcı, Büşra Ahi), Anı Yayıncılık, Ankara.
41. PALLANT, Julie (2016b), SPSS Survival Manual, McGraw-Hill Publishing, Ohio, 6. Baskı.
42. PWC - PRICE WATERHOUSE COOPERS (2024), "Consumers Willing to Pay 9.7% Sustainability Premium, Even as Cost-of-Living and Inflationary Concerns Weigh: PwC 2024 Voice of the Consumer Survey", PWC Kurumsal Web Sayfası (Basın Bülteni / Rapor), https://www.pwc.com/gx/en/news-room/press-releases/2024/pwc-2024-voice-of-consumer-survey.html (Erişim Tarihi: 01.04.2026).
43. RANIERI, Luigi, DIGIESI, Sergio, SILVESTRI, Barbara ve ROCCOTELLI, Michele (2018), "A Review of Last Mile Logistics Innovations in an Externalities Cost Reduction Vision", Sustainability, S.10(3), ss.(782), https://doi.org/10.3390/su10030782
44. SAID, Mohamad, AESCHLIMAN, Stephan ve STATHOPOULOS, Amanda (2023), "Robots at Your Doorstep: Acceptance of Near- Future Technologies for Automated Parcel Delivery", Scientific Reports, S.13, ss.(18556), https://doi.org/10.1038/s41598-023-45371-1
45. SAUNDERS, Mark, LEWIS, Philip ve THORNHILL, Adrian (2016), Research Methods for Business Students, Pearson Publishing, Harlow, 7. Baskı.
46. THALER, Richard H. ve SUNSTEIN, Cass R. (2008), Nudge: Improving Decisions About Health, Wealth, and Happiness, Yale University Press, New Haven.
47. TOKOL, Tuncer (2010), Pazarlama Araştırması, Dora Yayınları, Bursa.
48. TSAI, Yu-Ting ve TIWASING, Panuwat (2021), "Customers’ Intention to Adopt Smart Lockers in Last-Mile Delivery Service: A Multi-Theory Perspective", Journal of Retailing and Consumer Services, S.61, ss.(102514), https://doi.org/10.1016/j.jretconser.2021.102514
49. VAKULENKO, Yulia, SHAMS, Poja, HELLSTRÖM, Daniel ve HININGS, C. Royston (2019), "Service Innovation in E-Commerce Last Mile Delivery: Mapping the E-Customer Journey", Journal of Business Research, S.101, ss.461-468, https://doi.org/10.1016/j.jbusres.2019.01.016
50. VERHOEF, Peter C., KANNAN, P. K. ve INMAN, Jeffrey J. (2015), "From Multi-Channel Retailing to Omni-Channel Retailing", Journal of Retailing, S.91(2), ss.174-181, https://doi.org/10.1016/j.jretai.2015.02.005
51. WANG, Yao, ZHANG, Di, LIU, Qiang, SHEN, Fang ve LEE, Loo Hay (2016), “Towards Enhancing the Last-Mile Delivery: An Effective Crowd-Tasking Model with Scalable Solutions”, Transportation Research Part E: Logistics and Transportation Review, S.93, ss.279-293, https://doi.org/10.1016/j.tre.2016.06.002
52. WHITE, Katherine, HABIB, Rishad ve HARDISTY, David J. (2019), "How to SHIFT Consumer Behaviors to Be More Sustainable: A Literature Review and Guiding Framework", Journal of Marketing, S.83(3), ss.22-49, https://doi.org/10.1177/0022242919825649
53. YENİ, Fatih Burak, UÇAR, Emre ve BAŞTAN, Burak (2025), "Sürdürülebilir Son Kilometre Teslimatları: Kargo Otomatları İçin Stratejik Konumlandırma Yaklaşımı", Journal of Transportation and Logistics, S.10(2), ss.408-429, https://doi.org/10.26650/JTL.2025.1610908
54. ZEITHAML, Valarie A. (1988), "Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis Evidence", Journal of Marketing, S.52(3), ss.2-22, https://doi.org/10.1177/002224298805200302
55. ZHUO, Zhen, REN, Zhi ve ZHU, Zhen (2022), "Attitude-Behavior Gap in Green Consumption Behavior: A Review", Journal of Economics, Management and Trade, S.28(12), ss.12-28.