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

Emerson Philipe Sinesio, Marcele Elisa Fontana (), Júlio César Ferro de Guimarães and Pedro Carmona Marques
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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

Logistics, 2025, vol. 9, issue 3, 1-14

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.

Keywords: e-commerce; urban logistics; innovation; autonomous vehicles; consumer’s perspective (search for similar items in EconPapers)
JEL-codes: L8 L80 L81 L86 L87 L9 L90 L91 L92 L93 L98 L99 M1 M10 M11 M16 M19 R4 R40 R41 R49 (search for similar items in EconPapers)
Date: 2025
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