Can higher delivery costs promote greener practices? Consumer behaviour insights from Barcelona

Abstract

Introducing costs for receiving online purchases is increasingly viewed by public administrations as a strategy to mitigate the impact of business-to-consumer (B2C) distribution in urban environments. A prominent example of this approach was the Fiscal Ordinance introduced by the Barcelona City Council in 2023. Although it was subsequently annulled by the judicial system, the municipality of Barcelona, along with other municipalities, continues to explore the development of a fee aimed at encouraging consumers to collect parcels from designated pick-up points, such as local businesses or lockers. However, before implementing such regulations, it is crucial to thoroughly analyse consumer behaviour within the city, with a focus on the factors influencing changes in delivery preferences. Since consumer choices are shaped not only by individual characteristics but also by local transport infrastructure and cultural context, this paper addresses that need by presenting the results of a 2024 survey conducted with a random sample of 638 Barcelona residents. The analysis includes a review of socio-demographic characteristics, followed by a cluster analysis, chi-square tests, and multinomial logistic regression. The study identifies four distinct consumer segments: occasional male shoppers, frequent male shoppers, regular female shoppers, and occasional female shoppers. The findings suggest that while increasing home delivery costs may encourage some behavioural changes, it is unlikely to significantly influence the most frequent online shoppers in Barcelona. As such, alternative strategies should be considered to promote more sustainable last-mile logistics in the city.