This study examines consumer factors influencing the adoption of crowd logistics (CL) platforms for urban last-mile delivery in India. Using the theory of consumption values (TCV), it explores how consumption values, institutional trust, consumer innovativeness, and prior peer-to-peer (P2P) platform experience shape attitudes and intentions to use CL services. By analyzing survey data with structural equation modeling and necessary condition analysis, the research identifies key drivers and necessary conditions for CL adoption.
This study used a web-based survey to gather 373 valid responses from urban Indian consumers acquainted with peer-to-peer (P2P) platforms. The research model was tested using partial least squares structural equation modeling (PLS-SEM) to examine the relationships among consumption values, institutional trust, innovativeness, prior P2P experience, attitude, and adoption intention of crowd logistics platforms. Furthermore, necessary condition analysis (NCA) was utilized to discern essential and requisite factors that facilitate elevated levels of adoption intention.
The study found that consumption values and consumer innovativeness significantly and positively influence both attitudes and intentions to use CL platforms. Institutional trust impacts attitude but does not directly affect adoption intention, with attitude fully mediating this relationship. Prior experience with P2P platforms positively affects both attitude and intention but is not a necessary condition for adoption. Attitude emerged as a strong predictor of intention to use CL services. Necessary condition analysis confirmed consumption values, innovativeness, trust, and attitude as essential factors for achieving high adoption intentions.
The study highlights that crowd logistics platforms must deliver clear value propositions, focusing on affordability, reliability and timely delivery. Targeting innovative consumers and leveraging existing P2P users can accelerate adoption. Platform managers can prioritize resources effectively by distinguishing essential and supportive factors to boost user acceptance and growth.
Crowd logistics platforms promote sustainable urban deliveries by reducing congestion and emissions. They foster community engagement through peer-to-peer interactions, supporting shared resource use and environmental responsibility, thus contributing positively to social well-being and sustainable development in urban settings.
This study uniquely integrates the theory of consumption values with institutional trust and innovativeness to explain crowd logistics adoption. It advances sharing economy literature by identifying necessary and sufficient consumer drivers, providing novel insights for both academics and practitioners to enhance sustainable urban logistics through consumer-focused strategies.
