The Last Mile of Online Retail in the Age of Sustainability: Insights into Austrian Customer Priorities

This paper investigates which last mile delivery attributes most influence customer satisfaction in e-commerce and how retailers can prioritize them in ways that are both cost-efficient and environmentally responsible. A systematic literature review using Scopus, ScienceDirect, and Dimensions AI identified 16 recurring factors, ranging from delivery reliability and flexibility to ecological considerations, which formed the basis of an online questionnaire. The survey was conducted in July and August 2024 and yielded 130 valid responses from shoppers in the DACH region, primarily in Austria. The findings show that undamaged delivery, correct order fulfillment, punctuality, and data security are the most valued attributes, while sustainability-related aspects such as eco-friendly packaging and low-emission transport rank lowest. Most respondents prefer home delivery and are willing to wait longer or pay slightly more for flexible delivery slots. Nevertheless, 77% of participants expressed openness to drones or autonomous vehicles as a potential option for faster and more sustainable delivery. The paper concludes with practical recommendations, suggesting that retailers focus first on operational reliability and transparent pricing while gradually integrating green innovations.