Sustainability Tensions in Food Q‐Commerce Logistics: A Paradox Theory Perspective From a Developing Country

ABSTRACT

This paper investigates key barriers to the environmental, social, and economic sustainability of food quick commerce (Q‐commerce) logistics, using Iran as a representative emerging economy. This study is timely because it examines a rapidly evolving form of urban logistics in which speed, convenience, and sustainability are increasingly in tension, particularly in emerging‐market contexts where these trade‐offs remain insufficiently understood. We adopt a multi‐method approach: first, synthesizing a comprehensive set of challenges across the triple bottom line (TBL) through a literature review and expert consultations; second, applying the content validity ratio (CVR) to screen and retain the most critical factors; and third, using a hybrid stepwise weight assessment ratio analysis (SWARA)–importance–performance analysis (IPA) framework to prioritize 23 barriers based on their perceived importance and current performance. The analysis highlights six “Concentrate here” barriers: shortage of sustainable delivery vehicles; inequitable delivery access; reliance on single‐use packaging; weak enforcement of consumer protection laws; inefficient, frequent small‐quantity deliveries; and precarious gig‐worker conditions. Interpreted through a paradox theory lens, these barriers reflect persistent and interdependent tensions rather than isolated operational gaps, suggesting that sustainability in Q‐commerce requires differentiated and coordinated responses rather than one‐size‐fits‐all solutions. We propose targeted interventions and outline how these insights can inform sustainable Q‐commerce models in other emerging markets.