[Contribution Research] Factors influencing urban customers’ willingness to use crowd shipping services in Ho Chi Minh City

Keywords: Crowd shipping, willingness, sustainable development.

In the age of booming online shopping, fast and convenient delivery has become a familiar expectation of consumers. To meet this demand, a new delivery model has emerged and is thriving in Vietnam: Crowdshipping. This is about utilizing people who already have a travel route to deliver goods to customers. This method helps shorten delivery times, increase flexibility, and can even reduce the number of vehicles on the road, contributing to limiting pollution and traffic congestion. However, for a new service to develop sustainably, the most important thing is still: are customers willing to use it? This question was answered by a research team from the University of Economics Ho Chi Minh City (UEH) thru a study on the factors influencing the decision of inner-city customers to use crowd shipping.

Crowdshipping is considered a new approach to urban delivery. Instead of relying entirely on a professional delivery team, this model allows people who are already moving around the city, such as office workers, students, or gig drivers, to pick up and deliver items if it's convenient for them. This helps shorten delivery times, reduce pressure on traditional delivery services, and optimize the use of community transportation resources. At the same time, limiting the number of generated trips also contributes to reducing urban congestion and emissions. However, despite its many benefits, crowd shipping is still a relatively new model for consumers in Ho Chi Minh City. Therefore, understanding the factors that make them willing to choose this delivery method is extremely important for the service to develop in the right direction in the future.

Factors influencing the willingness of local customers to use crowdshipping

The research results indicate that customers' decision to choose crowd shipping is not only driven by the novelty of the model, but also heavily relies on factors related to their perceived benefits, experience, and trust in the service.

The benefits offered are considered the most important factor driving customers to choose crowdshipping. When services help shorten delivery times, offer location flexibility, and provide convenient pickup options, users will feel the value they receive surpasses traditional methods. For local customers, where the need for fast delivery is almost a minimum requirement, convenience is the main driver making crowd shipping appealing.

The user experience plays a decisive role in forming initial trust. If the application is easy to use, order information is transparent, and the delivery process goes as expected, customers will feel reassured and continue to use it. This shows that factors related to the interface, tracking technology, and customer support have a strong impact on the perception of service quality.

Service cost is a direct factor influencing consumer choice in a competitive delivery market. Customers are willing to try a new service when they see a reasonable price or savings compared to familiar options. Therefore, crowdshipping can only attract users if the pricing strategy is optimized and transparent.

In addition to the three core service factors, the study also highlights the social influence that contributes to the willingness to use. Seeing positive reviews from friends, family, or the community will help customers increase their confidence in the new model. In the digital environment, public feedback and reviews further strengthen this factor, helping the service spread rapidly.

Finally, sustainability awareness is becoming an increasingly important factor in consumer choices. Crowd shipping brings the expectation of reducing the number of delivery trips and urban emissions. When customers understand that their choices contribute to environmental protection, they are more likely to switch to "greener" delivery methods in the long run.

In summary, the willingness to use crowdshipping does not stem from a single factor but is the result of a combination of perceived value, service experience, social impact, and sustainability awareness. This shows that to thrive in the future, the crowdshipping model needs to be built on the trust and real needs of users within Ho Chi Minh City.

So, how can we increase the willingness of local customers to use crowdshipping?

For crowdshipping to truly reach its potential and become a popular option for local deliveries, there needs to be coordinated effort from businesses, managers, and the user community.

Service providers need to focus on improving user experience by enhancing application stability, optimizing order tracking processes, and ensuring accurate delivery times. In addition, competitive and transparent pricing is a factor that encourages customers to try new services, so delivery fee policies need to be designed reasonably, understandably, and suitable for a diverse range of customers. Simultaneously, establishing a clear driver rating and verification system will contribute to strengthening customer trust, particularly regarding safety and security. Businesses can leverage media and spread positive experiences to increase influence from the user community and enhance service adoption.

On the part of the government and management agencies, a flexible legal framework could be considered to support the development of innovative logistics models like crowdshipping in the right direction, while also ensuring the rights and obligations of participating parties. Encouraging delivery solutions that contribute to reducing emissions and congestion is also a direction consistent with the goal of sustainable urban development.

Finally, consumers play a role in driving change thru sustainable consumption choices. As awareness of environmental impact grows, crowdshipping could become part of the green living trend if properly communicated and implemented.

The research indirectly contributed to SDG 8 – Decent Work and Economic Growth, SDG 11 – Sustainable Cities and Communities, and SDG 13 – Climate Action. View the full Research “Factors influencing urban customers’ willingness to use crowd shipping services in Ho Chi Minh City” HERE

Authors: Nguyen Hoai Bao Ngoc, Nguyen Thi Ngan Giang, Tran Thi Kim Ngan, Ha Thi Kieu Oanh - University of Economics Ho Chi Minh City

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SDG 8 – Decent Work and Economic Growth focuses on building an inclusive economy that generates quality, fair, and sustainable jobs for all. This is not only about driving GDP growth but also about improving working conditions, expanding opportunities for youth and women, encouraging innovation, and developing businesses that integrate social responsibility.

SDG 11 – Sustainable Cities and Communities seeks to develop urban areas and communities that are resilient, safe, and sustainable by improving living environments, managing waste effectively, and ensuring access to basic services for all citizens. A sustainable city is not only about physical infrastructure but also about raising awareness and shaping residents’ behavior to protect their shared environment.

SDG 13 – Climate Action calls for urgent measures to combat climate change and its adverse impacts by reducing greenhouse gas emissions, enhancing adaptive capacity, and raising public awareness. This goal goes beyond national-level policies and requires changes in individual and community behaviors in daily life, especially in areas directly linked to waste generation and management.

News, photos: UEH Green Campus Project, UEH Youth Union - Student Association, UEH Communications and Partnership Development Department

Voiceover: Thanh Kieu