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Purpose This study aims to apply the value-belief-norm (VBN) model in the context of environmentally friendly drone food delivery services to understand ways to influence consumers’ behavior toward the services. The current study also attempted to deepen the VBN model using the moderating role of product involvement. Design/methodology/approach Data were collected from 428 respondents through an online survey in South Korea. Findings The results of the data analysis indicated that all proposed hypotheses have been statistically supported in the VBN model. Furthermore, product involvement played a moderating role in the relationship between the sense of obligation to take pro-environmental actions and intentions to use and a sense of obligation to take pro-environmental actions and willingness to pay more. Originality/value Although drone food delivery services have not yet been fully commercialized, many foodservice companies have conducted pilot tests and the services are likely to be commonly used in the near future. Thus, the findings of this study are expected to have important implications for companies preparing to roll out drone food delivery services.
Hwang et al. (Thu,) studied this question.
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