Sustainable last mile delivery: are e-consumers ready for courier services by electric vehicles?

Driven by the expansion of e-commerce and rising environmental awareness, this study is set within the context of growing market demand for sustainable and low-emission solutions in the courier industry. The aim of the article is to verify the readiness of e-consumers and the determinants to use an eco-innovative method of last-mile delivery by electric vehicles (EVs) in the courier services. A quantitative authors’ conceptual model including Technology Readiness and Technology Acceptance Model was developed and verified. Perceived ease of use significantly impacts perceived usefulness, and both strongly predict adoption intention. The growing shift toward electric fleets among couriers aligns with e-consumers’ readiness, however, the study offers important insights. Technological optimism influences adoption of last-mile deliveries by EV indirectly, e-consumers’ innovation and trust show an unsatisfactory effect. Although environmental awareness improves perceptions of use, it does not directly translate into higher adoption intent. The findings emphasise the importance of a holistic strategy that combines technological functionality, environmental values, and realistic expectations to promote the integration of EVs into courier logistics. Providers should focus on operational improvements and education, presenting EVs above all as efficient and easy to integrate with existing logistics systems, striving for their integration with sustainability and circularity.