Driving sustainable last-mile delivery in Vietnam: Exploring crowdshipping adoption in omni-channel logistics

Abstract

Crowdshipping is a sustainable delivery service that increases efficiency, public revenue, reduces costs and reduces environmental impact for last-mile delivery in an omnichannel context. Crowdshipping is still not popular among Vietnamese people due to the habit of using traditional delivery services and the benefits of crowdshipping are not clearly recognized, thereby creating an urgent need for further research on the factors that influence Vietnamese people's intention to adopt this service in the challenging context of omnichannel last-mile delivery because this is the most important and least effective stage of the supply chain. This study uses the theoretical framework of the central and peripheral paths of ELM and uses a combination of NAM, DoI and TPB to investigate the factors affecting the intention to use crowdshipping services, thereby clearly identifying the potential as well as the strategies that need to be implemented to increase the acceptance and widespread popularity of this service. The study collected 410 valid responses through a Google Forms survey and analyzed using Partial Least Squares Structural Equation Model (PLS-SEM). The results showed that the factors of the central routes (Awareness of Consequences and Ascription of Responsibility) have a significant positive influence on the activation of Personal norms and thereby influence the intention to use crowdshipping services. At the same time, peripheral routes (Perceived Compatibility, Perceived Trialability and Relative Advantage) also showed a positive influence on users' attitudes towards crowdshipping and thereby positively influenced their intention to use this service. The combination of omni-channel and crowdshipping is a new area. The study hopes to contribute to a better understanding of what drives crowdshipping usage intentions and to suggest specific strategies to enhance widespread adoption of crowdshipping, accelerating progress towards achieving the SDGs.