Optimizing short food supply chains through understanding consumer preferences for organic foods via e-commerce platforms and last-mile logistics

Purpose This paper investigates the impact of last-mile logistics on consumers’ intentions when purchasing organic foods through e-commerce. By addressing challenges such as trust, pricing and supply chain issues, the study aims to demonstrate how sustainable delivery options can improve consumer perceptions of the long-term viability of organic foods. It examines how e-commerce platforms can mitigate these challenges, drawing on the “Stimulus-Organism-Response” model and the “Theory of Planned Behavior” to explore the cognitive processes that shape consumer decisions in the context of organic food purchases. This research contributes to a deeper understanding of how last-mile logistics affect consumer behavior in online organic food shopping. Design/methodology/approach To validate the proposed model, survey data were collected from 412 respondents across 19 Indian states through both online and offline channels. The data were analyzed using partial least squares structural equation modeling (PLS-SEM) with SmartPLS version 4. The study also examines the mediating role of perceived trust in influencing consumers’ willingness to pay for organic food adoption. Findings The study reveals that environmental concerns, last-mile logistics and website response time are key factors in determining consumers’ willingness to pay for organic foods. Furthermore, the findings indicate that price fairness and health consciousness significantly influence consumers’ behavioral intentions to purchase organic foods online. Social implications The study emphasizes that consumer awareness campaigns are crucial for fostering green e-commerce adoption and achieving a sustainable future. It also underscores the potential of e-commerce platforms to address environmental and health concerns associated with organic food consumption. Originality/value This research highlights essential elements of organic food adoption that can increase consumer confidence, particularly through the role of last-mile logistics and e-commerce platforms. It underscores the importance of consumer awareness programs and education in promoting greener e-commerce practices, organic food adoption and a more sustainable future.