Sustainable Last-mile delivery and consumer trade-offs in Vietnam: A PLS-SEM analysis of online shoppers

Amid the rapid expansion of e-commerce in Vietnam and the resulting pressure on urban logistics systems, the transition to sustainable last-mile delivery (LMD) has become increasingly imperative. This study analyzes the key determinants of online consumers’ intentions to adopt green delivery options, with particular emphasis on the mediating role of consumer attitudes. Using Partial Least Squares Structural Equation Modeling (PLS-SEM) on survey data from 524 consumers, the findings indicate that perceived convenience and subjective norms are the primary drivers of sustainable adoption behavior. The results provide empirical insights into the behavioral mechanisms underlying green delivery choices, contributing to a deeper understanding of how sustainable practices can be integrated into urban logistics systems within the context of a rapidly evolving digital economy.