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Autonomous Last-Mile Logistics in Emerging Markets: A Study on Consumer Acceptance

Author

Listed:
  • Emerson Philipe Sinesio

    (Postgraduate Program in Management, Innovation and Consumption, Federal University of Pernambuco (UFPE), Caruaru 55014-900, PE, Brazil)

  • Marcele Elisa Fontana

    (Department of Mechanical Engineering, Technology and Geosciences Center (CTG), Federal University of Pernambuco (UFPE), Recife 50740-550, PE, Brazil)

  • Júlio César Ferro de Guimarães

    (Department of Administrative Sciences (DCA/UFPE), Center for Applied Social Sciences (CCSA), Federal University of Pernambuco (UFPE), Recife 50670-901, PE, Brazil)

  • Pedro Carmona Marques

    (RCM2+, Faculty of Engineering, Lusófona University, Campo Grande 376, 1749-024 Lisbon, Portugal)

Abstract

Background: Rapid urbanization has intensified the challenges of freight transport, particularly in last-mile (LM) delivery, leading to rising costs and environmental externalities. Autonomous vehicles (AVs) have emerged as a promising innovation to address these issues. While much of the existing literature emphasizes business and operational perspectives, this study focuses on the acceptance of AVs from the standpoint of e-consumers—individuals who make purchases via digital platforms—in an emerging market context. Methods: Grounded in an extended Unified Theory of Acceptance and Use of Technology 2 (UTAUT2), which is specifically suited to consumer-focused technology adoption research, this study incorporates five constructs tailored to AV adoption. Structural Equation Modeling (SEM) was applied to survey data collected from 304 e-consumers in Northeast Brazil. Results: The findings reveal that performance expectancy, hedonic motivation, and environmental awareness exert significant positive effects on acceptance and intention to use AVs for LM delivery. Social influence shows a weaker, yet still positive, impact. Importantly, price sensitivity exhibits a minimal effect, suggesting that while consumers are generally cost-conscious, perceived value may outweigh price concerns in early adoption stages. Conclusions: These results offer valuable insights for policymakers and logistics providers aiming to implement consumer-oriented, cost-effective AV solutions in LM delivery, particularly in emerging economies. The findings emphasize the need for strategies that highlight the practical, emotional, and environmental benefits of AVs to foster market acceptance.

Suggested Citation

  • Emerson Philipe Sinesio & Marcele Elisa Fontana & Júlio César Ferro de Guimarães & Pedro Carmona Marques, 2025. "Autonomous Last-Mile Logistics in Emerging Markets: A Study on Consumer Acceptance," Logistics, MDPI, vol. 9(3), pages 1-14, August.
    • Handle: RePEc:gam:jlogis:v:9:y:2025:i:3:p:106-:d:1718505
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    References listed on IDEAS

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    1. Mohammad Mahdi Zarei & Julian Chaparro-Pelaez & Ángel F. Agudo-Peregrina, 2020. "Identifying consumer’s last-mile logistics beliefs in omni-channel environment," Economic Research-Ekonomska Istraživanja, Taylor & Francis Journals, vol. 33(1), pages 1796-1812, January.
    2. Björn Asdecker, 2021. "Building the E-Commerce Supply Chain of the Future: What Influences Consumer Acceptance of Alternative Places of Delivery on the Last-Mile," Logistics, MDPI, vol. 5(4), pages 1-17, December.
    3. Kapser, Sebastian & Abdelrahman, Mahmoud & Bernecker, Tobias, 2021. "Autonomous delivery vehicles to fight the spread of Covid-19 – How do men and women differ in their acceptance?," Transportation Research Part A: Policy and Practice, Elsevier, vol. 148(C), pages 183-198.
    4. Janjevic, Milena & Winkenbach, Matthias, 2020. "Characterizing urban last-mile distribution strategies in mature and emerging e-commerce markets," Transportation Research Part A: Policy and Practice, Elsevier, vol. 133(C), pages 164-196.
    5. Nastjuk, Ilja & Herrenkind, Bernd & Marrone, Mauricio & Brendel, Alfred Benedikt & Kolbe, Lutz M., 2020. "What drives the acceptance of autonomous driving? An investigation of acceptance factors from an end-user's perspective," Technological Forecasting and Social Change, Elsevier, vol. 161(C).
    6. Ferreira, Laura & Oliveira, Tiago & Neves, Catarina, 2023. "Consumer's intention to use and recommend smart home technologies: The role of environmental awareness," Energy, Elsevier, vol. 263(PC).
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