E-grocery behavioural analysis for sustainable urban logistics in Morocco

Abstract

Evaluating people behaviours towards online grocery channels is of great importance in sustainable urban mobility planning. This study uses stated preference methods to assess both Moroccans’ habits to buy groceries and potential behaviour change. A multinomial logit model is used to estimate parameters influencing consumers when purchasing goods in grocery stores or online (either via home delivery or click&pick). Results demonstrate that product price, product range, lead time and service cost for the two options are the main choice determinants. Market shares, travelled distances generated by groceries shopping, and CO/NOx emissions are calculated for different scenarios. The paper provides valuable insights for private and public stakeholders to develop their sustainable policies and reduce negative externalities on the environment at an urban scale. Keywords: e-groceries, stated preferences, urban logistics, home delivery, click & pick, environment