The reduced environmental impact, or “wheel print,” of automatic delivery robots could motivate consumers to choose them for food orders, as highlighted by a recent study from Washington State University. These compact, self-driving electric vehicles are significantly more eco-friendly than many conventional food delivery options since they produce low, or even zero, carbon emissions. The study revealed that participants who were more aware of environmental issues and carbon emissions tended to prefer using robots for their deliveries. However, this preference diminished when individuals viewed the robots as a risky option, fearing that their food might arrive late, cold, or spoiled.
According to a Washington State University study, the reduced environmental impact—often referred to as the “wheel print”—of automatic delivery robots may encourage consumers to opt for them when ordering food.
These suitcase-sized, self-driving electric vehicles are significantly greener compared to many traditional food delivery methods due to their low or no carbon emissions. In the study, those participants who demonstrated greater environmental awareness and understanding of carbon emissions were more inclined to select robots for their delivery needs. Nevertheless, this positive perception faded when respondents viewed the robots as a higher-risk option, worried that their meals might be delayed, cold, or otherwise compromised before arrival.
These insights, published in the International Journal of Hospitality Management, suggest a strategy for boosting the acceptance of delivery robots.
“While much of the marketing has focused on how these automatic delivery robots operate and their convenience—both of which are crucial—it could further strengthen these efforts to promote their eco-friendly features,” said Jennifer Han, the lead author and a doctoral candidate at WSU’s Carson College of Business.
Alongside WSU researchers Hyun Jeong Kim and Soobin Seo, Han conducted an online survey involving 418 adults sourced from MTurk, Amazon’s crowdsourcing platform. Over half of the participants hailed from urban settings, and many were already aware of delivery robots, which are becoming more popular in metropolitan areas. Participants watched brief videos about automatic delivery robots and answered questions regarding carbon emissions and the robots themselves.
The researchers discovered a strong link between positive sentiments towards carbon emissions and the willingness to use automatic delivery robots (ADRs). However, this connection diminished for those who perceived a higher risk in using this technology.
“Individuals who perceived ADRs as more risky tended to overlook environmental concerns, while those who felt less risk were more likely to consider these factors in their decision-making,” stated Han. “It was evident that all essential functional aspects must function effectively before environmental concerns can take precedence.”
The COVID-19 pandemic spurred a 63% increase in online food ordering, as reported by Statista, leading to greater traffic congestion and carbon emissions due to a rise in gas-powered delivery vehicles. In contrast, many automatic delivery robots operate on sidewalks and roads and are powered by electricity, with some utilizing renewable energy sources like solar energy. Other studies suggest that the use of ADRs could reduce congestion by as much as 29% and cut carbon emissions by 16%.
More food service providers are embracing automatic delivery robots for what is known as “last mile” delivery. Certain companies, like Domino’s, have developed their own delivery fleets, while smaller eateries are leveraging these robots through platforms such as Grubhub and Starship Technologies.
ADRs might attract businesses mainly because they can fulfill the increasing demand for delivery services, but as indicated by this study, their potential to lower carbon emissions could also serve as a potent incentive for consumers.
Han proposed that companies could enhance awareness of the delivery robots’ eco-friendliness by providing visibility on the emissions of each delivery method.
“They could demonstrate to consumers how much carbon footprint is being reduced through the robot delivery service. This could be a significant prompt to influence purchasing decisions, especially among environmentally conscious consumers,” she added.
