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Generation “Z” willingness to participate in crowdshipping services to achieve sustainable last-mile delivery in emerging market

Chandra Kant Upadhyay (Department of Management Studies, Indian Institute of Information Technology Allahabad, Prayagraj, India) (Indian Institute of Information Technology Allahabad, Prayagraj, India)
Vijayshri Tiwari (Department of Management Studies, Indian Institute of Information Technology Allahabad, Prayagraj, India) (Indian Institute of Information Technology Allahabad, Prayagraj, India)
Vineet Tiwari (Department of Management Studies, Indian Institute of Information Technology Allahabad, Prayagraj, India) (Indian Institute of Information Technology Allahabad, Prayagraj, India)

International Journal of Emerging Markets

ISSN: 1746-8809

Article publication date: 29 November 2022

78

Abstract

Purpose

The purpose of this paper is to provide trilogy in the emerging market for the establishment of business, economy and environment which is the new word for the development of any nation to attain sustainable development. This research explores the prospective crowdshipper's willingness to participate in crowdshipping services through a motivational factor.

Design/methodology/approach

To understand the trend and future of this concept, Google Trends Analysis (GTA) has been used. The theoretical model has been validated empirically using a survey of 287 Indian (Generation Y and Z) urban participants, but focused is on Generation “Z” participants and subsequent analysis have been carried out using structural equation modelling.

Findings

A theoretical framework has been developed connecting the various factions of the crowdsourcing process thus providing an overall view of the process strategy for logistics start-ups. This conceptual framework of sharing economy in emerging market can benefit the prospective suppliers and their target receivers. Particularly trust in crowdshipper plays a significant mediating role between subject factors and next generation user willingness to participate in crowdshipping services for sustainable last-mile delivery.

Originality/value

The present theoretical foundations and frameworks have been studied to get an idea of the main aspects of the field. It has the potential to provide the impetus for collaboration with the various stakeholders thus achieving the sustainable development process. The practical inference of this study is the usability in terms of the plugin application for e-retailer in emerging markets.

Keywords

Acknowledgements

This theoretical work was facilitated only because of the comprehensive and timely support provided by CSC centers and the participants involved in them. The expertise and real-life ground realities that they shared with us helped us to better comprehend the problems and opportunities that exist at the grass-roots level of society. The collaboration with them provided us with useful insights and enabled us to complete the research. The author would like to extend his sincere gratitude to Dr. Sudhir Rana, editor of the IJOEM for providing timely feedback and suggestions.

Citation

Upadhyay, C.K., Tiwari, V. and Tiwari, V. (2022), "Generation “Z” willingness to participate in crowdshipping services to achieve sustainable last-mile delivery in emerging market", International Journal of Emerging Markets, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJOEM-09-2021-1345

Publisher

:

Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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