Consumer resistance to parcel lockers: An innovation resistance theory perspective

In response to the growing pressures on last-mile delivery infrastructure, parcel lockers have emerged as a sustainable and efficient alternative to traditional home delivery. Despite Türkiye's rapid e-commerce growth and large urban consumer base, the adoption of parcel lockers remains limited. Generation Y represents a critical segment for evaluating the adoption of such delivery innovations. This study explores the barriers affecting Generation Y consumers' behavioral intention toward parcel lockers in Türkiye, based on Innovation Resistance Theory (IRT). Specifically, five resistance factors including usage, value, risk, tradition, and image barriers were analyzed, along with the moderating role of environmental awareness. Data were collected from 464 Turkish Generation Y consumers through an online survey, and the hypothesized model was tested using Structural Equation Modeling (SEM). The results demonstrate that value, risk, and tradition barriers significantly and negatively influence behavioral intention, while usage and image barriers have no significant effect. Additionally, environmental awareness does not moderate any of the resistance-behavioral intention relationships. These findings suggest that Turkish Generation Y consumers are particularly sensitive to perceived value and risk, and their resistance to changing traditional delivery habits prevents the adoption of parcel lockers. Despite being a green solution, environmental considerations alone are insufficient to overcome existing psychological and functional barriers. The study contributes to the theoretical development of IRT by extending its application to last-mile delivery innovations and offers practical guidance for e-commerce companies, logistics providers, and policymakers to improve the visibility, accessibility, and perceived value of parcel lockers.