Merging the norm activation model and the theory of planned behavior in the context of drone food delivery services: Does the level of product knowledge really matter?

Jinkyung Jenny Kim; Jinsoo Hwang

doi:https://doi.org/10.1016/j.jhtm.2019.11.002

doi.org/10.1016/j.jhtm.2019.11.002

Merging the norm activation model and the theory of planned behavior in the context of drone food delivery services: Does the level of product knowledge really matter?

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Journal of hospitality and tourism management8.30

Volume: 42, Pages: 1 - 11

Published: Mar 1, 2020

Abstract

This study attempted to merge two theories, which included the norm activation model (NAM) and the theory of planned behavior (TPB), in order to explain eco-friendly behavioral intention formation in the context of drone food delivery services. In addition, this study deepened the theoretical framework by considering the moderating role of product knowledge about the pro-environmental role of the drone-based food delivery services. Sixteen...