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A Study on Behavioral Intentions in the Field of Eco-Friendly Drone Food Delivery Services: Focusing on Demographic Characteristics and Past Experiences

Author

Listed:
  • Jinsoo Hwang

    (The College of Hospitality and Tourism Management, Sejong University, Seoul 143747, Republic of Korea)

  • Kyuhyeon Joo

    (The College of Hospitality and Tourism Management, Sejong University, Seoul 143747, Republic of Korea)

  • Joonho Moon

    (Department of Tourism Administration, Kangwon National University, Chooncheon 24341, Republic of Korea)

Abstract

Drones operate on electric batteries and not on gasoline, so the eco-friendly role of drones has recently attracted a lot of attention. Thus, this study was designed in order to investigate differences in behavioral intentions, such as intention to use, word-of-mouth, and willingness to pay more, according to demographic characteristics and past experiences in the field of eco-friendly drone food delivery services. Data were collected from 422 potential consumers of eco-friendly drone food delivery services in South Korea. The data analysis results indicated that females are more willing to pay extra than males are, respondents who were in their 50s had higher word-of-mouth intention than other generations, marital status showed significant differences in willingness to pay more and intentions to use, and there was a difference in willingness to pay more and word-of-mouth with regards to monthly income. In addition, respondents who had previously heard of drone food delivery services had higher averages with willingness to pay more and intentions to use as opposed to respondents who had not heard of them, and respondents who had experience controlling drones were willing to pay additional fees when they used eco-friendly drone food delivery services. The results of this study would be a great assistance for executives who will operate eco-friendly drone food delivery services.

Suggested Citation

  • Jinsoo Hwang & Kyuhyeon Joo & Joonho Moon, 2023. "A Study on Behavioral Intentions in the Field of Eco-Friendly Drone Food Delivery Services: Focusing on Demographic Characteristics and Past Experiences," Sustainability, MDPI, vol. 15(7), pages 1-13, April.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:7:p:6253-:d:1116678
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    References listed on IDEAS

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    5. Heather Markham Kim & Kyuhyeon Joo & Jinsoo Hwang, 2022. "Are Customers Willing to Pay More for Eco-Friendly Edible Insect Restaurants? Focusing on the Internal Environmental Locus of Control," Sustainability, MDPI, vol. 14(16), pages 1-15, August.
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    8. Kyuhyeon Joo & Junghoon (Jay) Lee & Jinsoo Hwang, 2022. "NAM and TPB Approach to Consumers’ Decision-Making Framework in the Context of Indoor Smart Farm Restaurants," IJERPH, MDPI, vol. 19(21), pages 1-18, November.
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    Cited by:

    1. Kyuhyeon Joo & Heather Markham Kim & Jinsoo Hwang, 2024. "A Study on the Cognitive, Normative, and Affective Factors That Enhance the Pro-Environmental Behaviors of Consumers in the Context of Drone Food Delivery Services," Sustainability, MDPI, vol. 16(19), pages 1-15, September.

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