Freight transport is responsible for a relevant percentage of CO2 emissions. Policies aimed at stimulating green freight transport should mitigate the CO2 emissions that the transport sector produces. Fostering consumer's green behavior is fundamental to reduce the impact transportation has on the environment. One can pursue this goal by stimulating consumer's intention to purchase goods that are delivered in an eco-friendly fashion. This paper investigates consumer's choices and estimates how much youngers are willing to pay for green urban freight distribution. A questionnaire-based web survey among a group of 350 Italian university students was conducted using a stated preference approach to estimate their willingness to pay for green urban distribution. The results obtained are relevant for retailers and/or transport providers who are interested in knowing if consumers' willingness is sufficient to compensate for the additional costs they have to incur to reduce polluting emissions. The results show that : 1) students, in general, are quite concerned about the environmental impact freight transport produces, responsive to pro-environmental issues and attentive to opinion makers ; 2) females and public transport users are more responsive to green freight deployment. These findings have interesting policy implications, suggesting to channel specific government-sponsored information campaigns toward these population groups to stimulate their green logistic responsive behavior thus inducing a demand for cleaner shipment of goods in cities
