The logistics industry faces challenges from evolving consumer expectations, technological advances, sustainability demands, and market disruptions. Logistics collaboration is in theory perceived as one of the most promising solutions to solve these issues, but here are still a lot of challenges that needs to be better understood and addressed. While vertical collaboration among supply chain actors is well advanced, horizontal collaboration among competing service providers remains under-explored. This study developed a novel methodology based on the COM-B behaviour-change framework to better understand the main challenges, opportunities, capabilities and drivers that would motivate competing companies to exploit the potential of horizontal logistics collaboration. A survey was designed and conducted among 71 logistics service providers in Slovenia, chosen for its fragmented market and low willingness to collaborate. Statistical analysis reveals cost reduction (M = 4.21/5) and improved vehicle utilization (M = 4.29/5) as the primary motivators. On the other hand, maintaining company reputation (M = 4.64/5), fair resource sharing (M = 4.20/5), and transparency of logistics processes (M = 4.17/5) all persist as key enabling conditions. These findings underscore the pivotal role of behavioural drivers and suggest strategies that combine economic incentives with targeted trust-building measures. Future research should employ experimental designs in diverse national contexts and integrate vertical–horizontal approaches to validate causal pathways and advance theory.
Pentek et al. (Fri,) studied this question.