Tempered Enthusiasm: Consumer Perceptions of Autonomous Delivery Services

The rapid growth of online shopping has increased demand for home deliveries, leading to sustainability issues and logistical challenges such as labour shortages and congestion. Autonomous delivery vehicles, including drones, street robots, autonomous vans, and mobile vending machines, are emerging as potential solutions. Understanding consumers’ perceptions of these technologies is critical for sustainable implementation. This exploratory study aimed to examine consumer reactions to emerging autonomous delivery services, providing insights into how consumers may respond to autonomous delivery systems encompassing multiple vehicle modes and the resulting policy implications. Eight online focus groups (n = 55) were conducted with a diverse range of participants to examine community attitudes to autonomous delivery services. Participants were shown videos depicting various autonomous delivery methods to foster informed responses. Thematic analysis of the transcripts identified recurring themes relating to participants’ preferences, concerns, and expectations. While participants had some concerns, they were largely receptive to using autonomous delivery services. Positive reactions centred around: (i) convenience, (ii) cost reductions, and (iii) novelty. Identified concerns included: (i) job losses, (ii) practical limitations of the delivery devices, (iii) degradation of urban environments, and (iv) facilitation of unhealthy lifestyles. Overall, the results suggest autonomous delivery systems have the potential to be popular, and proactive government policies are thus likely to be needed to ensure they are implemented in a manner that aligns with community expectations and minimises any negative sustainability outcomes.