Sustainable crowdshipping: Navigating technological fit and security risks

‘Crowdshipping’ (CS), a burgeoning trend propelled by the upsurge in e-commerce after the COVID-19 pandemic, combines crowdsourcing and shipping, giving rise to a novel logistical paradigm. While shipping entails the physical transportation of goods, crowdsourcing involves task delegation to a network of individuals through an open call. This departure from conventional courier services for last-mile delivery leverages the collective potential of the online public. Using the health belief model and task–technology fit (TTF) theory, this study introduces a theoretical model that delves into the fundamental factors influencing consumer acceptance of CS as a last-mile delivery service within urban landscapes, encompassing its technological alignment. A comprehensive analysis of 450 survey responses, using structural equation modelling, revealed that expected outcome, self-efficacy, perceived threat (security and privacy) and cues to action directly influence consumers acceptance. Contrarily, task and technology characteristics can indirectly influence consumer acceptance through TTF. Analysis of the total effects revealed that cues to action have the strongest impact on consumer acceptance. The study aimed to illuminate consumer perspectives regarding the integration of CS as a last-mile delivery alternative and to enrich urban green logistical planning and regulatory frameworks for policymakers accordingly.