Elevating culinary skies: Unveiling hygiene motivations, environmental trust, and market performance in drone food delivery adoption in China

Abstract

The surge in drone-enabled food delivery acceptance, driven by technology and environmental benefits, focuses on persistent willingness to adopt Drone Food Delivery in China. This study delves into personal hygiene motivations via extended Behavioral Reasoning Theory, using surveys to grasp Drone Food Delivery consumer behavior. Findings highlight hygiene motives and eco-trust as strong drivers for continued Drone Food Delivery use. Pleasure, ease, and novelty support acceptance, while delivery complexities and psychological concerns hinder it. Insights guide Drone Food Delivery providers to address concerns, emphasizing tech's positive human impact to boost adoption. Strategically aligning with these insights can effectively promote Drone Food Delivery adoption. Our research sheds light on the pivotal role of personal hygiene motivations among consumers, serving as a driving force behind the adoption of this technology, coupled with a strong element of trust in its eco-friendliness. However, it is noteworthy that concerns related to the delivery process and psychological factors pose potential obstacles to widespread adoption.