How to design a sustainable last-mile delivery and returns business model from E-Customers' expectations perspective?

The paper aims to identify the most preferred business models for sustainable last-mile delivery among e-customers and to evaluate their impact on the environment, economics, and society. To achieve this purpose, the authors conducted a survey and applied conjoint analysis, the Delphi method, and the MCDM: Promethee-Gaia. The research shows that price is the most significant factor for e-customers when choosing a delivery method. However, experts did not consider the business models for last-mile delivery and return preferred by e-customers sustainable. These models create value for customers but not for the urban community at large. The research shows a business model for last-mile delivery that can offer a compromise between creating value for e-customers and co-creating value for the city. The results offer valuable guidelines for both courier companies and local governments.