Rural E-Customers’ Preferences for Last Mile Delivery: Evidence from Poland

Residents of rural areas buy products in the e-commerce market that are delivered to their homes (home deliveries) or to collection points (out-of-home deliveries). This poses last mile delivery challenges, which are of increasing interest to researchers. While urban research is widespread, a smaller number of rural studies are noticeable. The study aims to assess the factors differentiating the inhabitants of rural areas as to the familiarity and use of various methods of delivery of products purchased via the Internet and the reasons for choosing the preferred delivery methods. The paper uses the simplified SLR method in the literature section and multivariate data analysis in the empirical section. It contributes to the existing research in the form of the analysis of rural e-customers’ preferences for choosing a particular delivery method or parcel collection method when out-of-home delivery is conducted. It indirectly focuses on the environmental attitudes that may lead to the sustainable transition through reducing CO2 emissions while last mile delivery is performed. Regardless of choosing price or convenience over sustainable behavior for Polish rural e-customers, their preferences in last mile deliveries are focused on more eco-friendly methods of delivery. Such behavior is a good beginning for a more sustainable transition towards energy saving in Polish rural areas