Unlocking the door: information disclosure framing and consumer characteristics in parcel locker adoption
Authors: Rose William J. , Confente Ilenia , Peinkofer Simone T. , Russo Ivan 
Published: February 2025

Purpose

The growth of last-mile delivery presents challenges like environmental impact, operational inefficiencies and risks of theft or damage. This study explores parcel locker adoption as a potential solution, focusing on the roles of information framing and consumer characteristics in influencing consumer adoption. It offers insights into prioritizing benefits (environmental, security, convenience) in information framing and which consumer traits, such as regulatory focus and gender, to consider in designing and promoting parcel locker networks.

Design/methodology/approach

We test our hypotheses with three scenario-based experiments. The first focuses on the key parcel locker benefit of environmental sustainability framing, the second on security framing and the third on convenience framing.

Findings

Our results show that consumers are more likely to use parcel locker delivery when exposed to loss-framed environmental or security information, particularly when they are male. Additionally, promotion-focused individuals, particularly males, are the most likely users when presented with loss-framed messages emphasizing the inconvenience and insecurity of home delivery.

Research limitations/implications

Our findings produce a middle range theory of gender and regulatory focus in the context of consumer participation in parcel locker delivery. Specifically, we find that gender and regulatory focus influence consumer reactions to information disclosure, with loss-framed information more strongly influencing consumer intent for promotion-focused individuals.

Practical implications

Managers seeking to introduce parcel lockers or expand existing parcel locker networks should incorporate security and convenience into their locker network decisions. Initial locker bays should be located in or near sites that experience high consumer traffic from promotion-focused males. Additionally, information disclosed should highlight these security and convenience benefits compared to the relative inconvenience and risk associated with home delivery.

Social implications

While information disclosures often emphasize the environmental benefits associated with parcel locker use, likely users find other benefits more convincing. Highlighting these alternative factors and incorporating them into parcel locker network design will still allow for environmental benefits, including carrier CO2 reduction, to emerge from increased parcel locker use. As locker networks become more established, expanding the network to cater to additional consumers may allow service providers to focus information on environmental benefits.

Originality/value

Prior research assumes an existing parcel locker network or consumer base when studying network design and adoption. This study highlights the importance of tailoring information to consumer characteristics, emphasizing network features that best align with potential parcel locker users. Specifically, we found gender and regulatory focus to influence consumer reaction to information disclosure, where loss-framed information is the most influential particularly for promotion-focus individuals.