Drone delivery and consumer behavior in last mile logistics: an empirical study in South Korea

Despite the great potential that drone technology can bring to last-mile logistics, consumers’ intent to use it appears to be lower than expected. Therefore, this study investigated the factors influencing consumers’ intentions to use drone delivery. A theoretical model based on value–belief–norm theory was developed and tested with structural equation modeling based on data collected from 458 Korean consumers. The results suggest that the environmental protection, economic, and altruistic values of drone delivery positively impact consumers’ perceptions of responsibility. In addition, the ascription of responsibility positively influences consumers’ personal norms. Finally, personal norms are found to increase consumers’ intentions to use drone delivery, and the impact is positively moderated by moral obligation. This study employs the extended value–belief–norm (VBN) framework and makes a valuable contribution to the existing body of literature. Furthermore, this study employs the VBN model to ascertain the ecological advantages associated with environmentally sustainable unmanned aerial vehicles (UAVs). Additionally, it provides valuable practical implications for professionals and policymakers in the field.