Abstract
The study aims to explain switching behavior toward green vehicle usage of last-mile delivery in e-commerce in Vietnam. A research framework is proposed based on perceived values of green vehicles and environmental concerns. The study collects data from 343 shippers who have used fossil fuel-powered vehicles from 04/2023 to 06/2023, and structural equation modeling is applied to examine proposed hypotheses. Results demonstrate that emotional, functional, and social values positively influence environmental concerns and attitude. Epistemic value motivates environmental concerns, whereas this antecedent does not affect attitude. Additionally, environmental concerns and attitude are essential catalysts for fostering switching intention toward green vehicle usage of last-mile delivery. Finally, academic and managerial implications are discussed to assist manufacturers and logistic providers to adopt communication campaigns in order to trigger switching behavior in Vietnam
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