Switching behavior to use green vehicles in last-mile delivery in e-commerce: Perspective from consumption values

Abstract

The study aims to explain switching behavior toward green vehicle usage of last-mile delivery
in e-commerce in Vietnam. A research framework is proposed based on perceived values of green
vehicles and environmental concerns. The study collects data from 343 shippers who have used fossil
fuel-powered vehicles from 04/2023 to 06/2023, and structural equation modeling is applied to examine
proposed hypotheses. Results demonstrate that emotional, functional, and social values positively influence
environmental concerns and attitude. Epistemic value motivates environmental concerns, whereas this
antecedent does not affect attitude. Additionally, environmental concerns and attitude are essential
catalysts for fostering switching intention toward green vehicle usage of last-mile delivery. Finally, academic
and managerial implications are discussed to assist manufacturers and logistic providers to adopt
communication campaigns in order to trigger switching behavior in Vietnam.