10.55057/ijbtm.2023.5.4.27

Abstract

Businesses are thrilled about the prospect of using drones to deliver food because it offers immediate advantages including lower costs, higher customer happiness, and less environmental impact. The goal of this paper is to look into financial risk, functionally driven consumer innovativeness, cognitively motivated consumer innovativeness, and green image in relation to adopting an innovative technology like drone food delivery in Mumbai, India. The researchers evaluated survey data from 330 respondents. Green image, functionally driven consumer innovativeness, and cognitively motivated consumer innovativeness were found to be influential indicators of behavioural intention. However, it was discovered that behavioural intentions were not significantly impacted by financial risk. Drone usage intentions were significantly positively impacted by the green image. This paper contributes to the understanding of the factors that facilitate and hinder the intention to use drones for food delivery in Mumbai, a populated city with a well-established and booming economy. The results of this study will primarily help food delivery businesses develop effective drone food delivery plans, the aviation sector deploys drone technology, and the city transition to a greener environment.