The project Green Urban Distribution aims at identifying and demonstrating green and efficient solutions for urban freight distribution through improved organization, service innovation and the application of technology. The successful introduction of such solutions depends on the acceptability and receptivity of involved stakeholders. Stakeholders in this case include carriers, end-receivers and local authorities. This paper presents stakeholder evaluations of two specific measures aimed at increasing the utilization of street areas, night and evening deliveries: mobile depots allow for the reallocation of land, whereas night and evening deliveries promote urban goods distribution in periods with low traffic and disperse distribution activities across 24 hours. The findings of the paper lead to the development of a theoretical representation of particular collaborative processes in urban freight, as well as an aide in the practical organization and approach to measure implementation.