Money & society · 2026
If delivery apps show riders’ crash risk, are customers willing to pay more or wait longer for safer delivery?
Some are, but not everyone. In an experiment involving hypothetical choices by 350 regular food-delivery users in Amsterdam and Copenhagen, a sizable group said they would pay more or wait longer for deliveries labeled as safer for riders. Others were largely indifferent to safety; the study did not establish what people would do in actual orders.
Details
Fast delivery can put riders under time pressure in congested traffic. The researchers examined whether customers would accept a higher cost or a longer wait when delivery options carried labels indicating riders’ crash risk.
They analyzed participants’ stated choices using a statistical model that accounted for differences in preferences and attitudes. The analysis identified a safety-conscious group whose choices responded to the labels and another group that was generally indifferent to road safety.
The central finding is that safety information could appeal to a sizable segment of customers, rather than everyone. These were hypothetical choices, not observed purchases, and the abstract does not report how much extra people would pay or how much longer they would wait. It also does not establish that using such labels would reduce rider crashes.
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