Estimating the value of safety against road crashes: A stated preference experiment on route choice of food delivery riders

The rapid growth of the online food delivery industry has led to a significant increase in the number of delivery riders navigating urban streets, predominantly using bikes and e-bikes. This growth has been accompanied by a concerning rise in crashes involving these riders, posing a critical challenge for city authorities and policymakers. Promoting safer riding behavior, such as choosing safer routes while delivering food, can potentially reduce crash risks. With this motivation, this paper aims to evaluate the effectiveness of strategies that encourage riders to choose safer routes and estimate the value riders place on reducing the risk of road crashes. The paper presents a stated preference experiment conducted with food delivery riders in Amsterdam and Copenhagen to assess two targeted strategies: ’safety information’ and ’monetary incentives’, designed to encourage riders toward selecting safer routes. The results from the route choice model show that presenting information about safety against crashes on different routes and offering monetary incentives can effectively motivate riders to choose safer routes, even if these are longer. The trade-offs riders make between safer and shorter routes were quantified by calculating the Value of Risk Reduction (VRR) and Willingness to Accept (WTA) indicators, which offer valuable insights into riders’ safety preferences. These indicators highlight how much riders value risk reduction and the compensation required to choose safer routes. Furthermore, the findings reveal that factors related to riders’ working arrangements and socio-demographic profiles significantly influence their route choice decisions. The paper concludes with a discussion about the practical challenges associated with implementing the strategies to enhance rider safety and proposing potential solutions that can be useful for food delivery platforms and policymakers.