Application of the value-belief-norm model to environmentally friendly drone food delivery services

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...