Modelling public attitude towards drone delivery in Germany

Abstract

BackgroundLast-mile delivery by drone is expected to be a promising innovation for future urban logistics. However, in addition to adoption of services by customers, leveraging this delivery method will depend essentially on a positive public perception of such services in urban airspace.ObjectiveThis article provides novel and comprehensive insights into factors driving or impeding citizens' attitudes towards drone delivery.MethodologyThe article develops a structural equation model that derives from a sequential exploratory mixed methods design. In the first step, factors affecting attitudes towards drone delivery were identified within the scope of five focus groups and converted into the development of a questionnaire. In the second step, a German population-representative survey was conducted through telephone interviews, which provided reliable data to test the model (n = 819).ResultsExpected risks (particularly stress due to traffic in lower airspace, noise, and visual disturbances), as well as expected benefits (particularly fast and time-flexible delivery), significantly affect attitudes towards drone-based delivery, while the individual level of technological openness (technophilia) does not have a significant association. Moreover, the model reveals that the expected risks of drone deliveries are stronger associated with public attitude than with expected benefits.ConclusionsThe provided framework suggests fashioning policies and drone delivery applications that focus on mitigating social, spatial, and visual risks while achieving maximum utility for customers.