Pushed from tradition, pulled by green: consumer switching to drone food delivery

Purpose The environmental impact of traditional delivery drives demand for sustainable alternatives, yet research lacks insight into how environmental concerns regarding human delivery push consumers away and how the green image of drones pulls them in. This study addresses this gap by applying the push-pull-mooring (PPM) theory to examine the factors influencing consumers' switching behaviors, offering insights into the transition toward eco-friendly delivery solutions. Design/methodology/approach This study analyzes survey data from 478 consumers who have used both human and drone food delivery services. Partial least squares structural equation modeling (PLS-SEM) was used to identify key drivers of switching intention and behavior in sustainable food delivery. Findings The results identify push and pull factors that significantly influence switching intentions. Among the mooring factors, only consumer innovativeness positively facilitates switching decisions and herding behavior only enhances the impact of relative advantage on switching intention. Inertia negatively moderates the intention-behavior link. Originality/value This study contributes to the growing literature on sustainable delivery services by empirically examining switching behavior in the context of eco-friendly drone food delivery, offering theoretical and practical implications for the future of green logistics.

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