Understanding the eco-friendly role of drone food delivery services: Deepening the theory of planned behavior

Abstract

This study tried to explain consumer's intention formation in the context of drone food delivery services based on Ajzen's theory of planned behavior (TPB) model. In addition, this study tried to deepen the TPB by understanding the moderating effect of the awareness of consequences. The data were collected from 406 respondents using an online survey in South Korea. The results showed that all proposed hypotheses were accepted. It was also found that the awareness of consequences plays a crucial role in the relation between perceived behavioral control and behavioral intentions. Important theoretical and managerial implications are discussed in the last part of the paper.