Research from Washington State University suggests that the reduced carbon footprint or ‘wheel print’ of automated supply robots may inspire consumers to utilize these services more frequently when placing meal orders.
The compact, autonomous electric vehicles produce significantly fewer emissions, if not entirely zero, making them a noticeably more environmentally friendly option compared to traditional food delivery methods. Individuals with heightened environmental awareness and knowledge of carbon emissions were significantly more likely to choose robotic delivery options. Despite initial trepidation subsiding, individuals still exhibited hesitation when perceiving robots as a high-risk option for meal delivery – specifically fearing their food would arrive late, cold, or compromised.
The study’s key takeaways highlight a method for fostering the adoption of supply robots.
“Despite the attention devoted to highlighting the performance and comfort of automated supply robots, there remains untapped potential in showcasing their innovative capabilities.”
Researchers at Washington State University collaborated with Hyun Jeong Kim and Soobin Websitesectioning to conduct an online survey, which drew on the expertise of 418 adult participants sourced through Amazon’s Mechanical Turk platform. More than half the respondents hailed from urban regions, many of whom were already familiar with the growing trend of robot-assisted services prevalent in larger metropolitan areas. Individuals viewed brief films showcasing autonomous supply robots and responded to queries regarding both the technology itself and its potential environmental impact, including carbon emissions.
Researchers found a strong link between overemphasized claims about carbon emissions and individuals’ enthusiasm for utilizing Automated Distribution Robots (ADRs). Despite the broken connection, some people still believed that harnessing this technology was a risk.
When faced with a perceived threat, individuals were less motivated by environmental concerns; conversely, those perceiving fewer risks demonstrated a stronger affinity for this decision-making tool, according to Han. So, it was evident that each of these essential options had to function effectively. The environmental points come afterwards.
The COVID-19 pandemic’s surge in online meal orders, according to Statista, led to a staggering 63% increase; however, this convenience came at an environmental cost, with increased congestion and carbon emissions resulting from more gas-powered vehicles clogging roads to deliver food. Automated supply robots, traversing sidewalks and roads, typically rely on electricity; some models even harness the power of renewable energy sources, such as solar energy. Studies have calculated that the adoption of Alternative Driving Modes (ADRs) could lead to a reduction in congestion levels by approximately 29%, as well as a decrease in carbon emissions by around 16%.
Companies offering extra meal services are leveraging automated supply robots to streamline the so-called “last mile” delivery process. While some major chains, such as Domino’s, have developed their own logistics networks, many smaller restaurants are also leveraging the services of third-party providers like Grubhub and Starship Technologies.
While ADRs may initially appeal to companies by facilitating compliance with increasing supply chain demands, research suggests that their potential to reduce carbon emissions could emerge as a significant driving force behind consumer preferences.
Han instructed that firms should highlight the novice credentials of supply robots by illustrating the carbon footprint of each supply method through a comprehensive emissions calculation.
They might appeal to customers by showcasing how their automated delivery system significantly reduces their carbon footprint. If consumers exhibit a profound interest in eco-friendly concerns, it could be a vital signal to promote related purchasing habits.
