Saleh Al Jarrah
Purpose Urban centers in the Middle East and North Africa (MENA) face a distinct “human bottleneck” hindering sustainable last-mile delivery (SLMD), despite rapid technological advancements. This study aims to explore behavioral drivers – including consumer habits, courier motivations and cultural norms – that critically influence SLMD success, shifting focus from technology to human decision-making. Design/methodology/approach A systematic literature review following Preferred Reporting Items for Systematic reviews and Meta-Analyses guidelines analyzed 56 peer-reviewed studies from 2016 to 2025. Combining bibliometric mapping with thematic coding, the study integrates behavioral psychology, sustainability metrics and MENA-specific logistical challenges. Findings The analysis reveals a persistent “intention-behavior gap,” where stakeholder support for sustainability is undermined by economic constraints and perceived risks. Technological innovations like artificial intelligence (AI) routing and electric fleets are necessary but insufficient alone, as fragmented governance and diverse socio-cultural expectations slow progress. Technology currently operates in a behavioral vacuum, neglecting local context. Research limitations/implications Future studies should move beyond descriptive accounts by employing revealed preference data, longitudinal designs and mixed-methods approaches to validate behavioral determinants. Particular attention should be given to socio-cultural moderators – such as trust, gender norms and informal networks – that shape adoption in MENA contexts. Expanding comparative research across regions will also clarify the generalizability of the hybrid SLMD framework and strengthen its theoretical contribution to urban mobility transitions. Practical implications Logistics providers and policymakers must pair technical upgrades with human-centered strategies, adopting culturally tailored incentives over generic models. Urban planners should incorporate behavioral insights as core infrastructure alongside physical assets to build resilient smart cities. Originality/value Challenging the dominant “tech-first” narrative, this research foregrounds behavioral determinants as key levers for SLMD in the MENA region. While existing studies often focus on algorithmic efficiency, this paper introduces a hybrid SLMD framework that bridges behavioral science, urban planning and logistics innovation, offering a culturally grounded roadmap tailored to the region's unique blend of rapid digital adoption and traditional governance. Graphical abstract Figure 4 Coding process flow diagram