Integrating Direct and Reverse Logistics in a “Living Lab” Context: Evaluating Stakeholder Acceptability and the Potential of Gamification to Foster Sustainable Urban Freight Transport

This chapter tests stakeholder acceptability and their likely behavior change with respect to innovative solutions for improving urban freight transport efficiency and fostering city sustainability. The proposed solution concerns a new system for integrating direct and reverse logistics in the urban area of Rome with the aim of improving clean waste collection, while also minimizing transport-related CO2 emissions. An ex ante behavioral analysis based on a stated preference survey has been conducted to investigate stakeholder preferences for different scenario configurations associated with recycling, so as to boost the success of the initiative and promote sustainable behavior. Results show that an environmentally friendly transport system and a gamification process associated with recycling are the most important attributes for stakeholders. Scenarios including these two elements are the most effective in terms of the amount of recycled materials and potentially saved CO2. Results of the behavioral analysis are useful to plan the functioning of the proposed solution according to stakeholders’ preferences and pave the way for its upscaling and transferability.