Stakeholders play vital roles in the implementation of sustainable last mile logistics solutions. Therefore, the first step in setting up successful sustainable last mile logistics is to conduct stakeholder analysis. This paper analyzes the goals of the stakeholders in the Heijendaal living lab, a city logistics project that uses two hubs for bundling goods to be delivered to the Heijendaal campus in The Netherlands. We use the Theory of Planned Behavior and Policy Deployment to present a qualitative case study, which examines the goals of stakeholders in relation to their roles in the supply chain and in the organization, and if these goals lead to their expected participation behavior. Results show that stakeholders have economic, social, and environmental goals and that some of these goals are prominent within certain groups of stakeholders along the supply chain and within the organization. In addition, the set goals do not always lead to participation behavior of stakeholders due to identified disruptions and habits. This study identifies the importance of information sharing and collaboration within the supply chain, the leading role of middle-level managers in translating strategic to operational goals, and the stimulation of behavioral factors to increase participation of stakeholders in the living lab.