Revolutionizing Food Delivery in Malaysia: Exploring Drone Adoption and Its Challenges

The study explores the potential for drone adoption in food delivery services in Malaysia, highlighting benefits like increased efficiency, safety, and sustainability while addressing challenges such as regulatory hurdles and consumer perceptions. The research aims to provide insights for policymakers and entrepreneurs to facilitate the integration of drone technology in the food delivery sector.

A study, conducted by researchers from the School of Business Management at the College of Business, Universiti Utara Malaysia, along with colleagues from the Faculty of Entrepreneurship and Business at Universiti Malaysia Kelantan and Easyfly Autonomous Solutions SDN Bhd, presents a conceptual model for the adoption of drone technology in food delivery services in Malaysia. As automation continues to reshape industries worldwide under the Fourth Industrial Revolution (IR 4.0), the idea of using drones for food delivery has garnered significant attention. In Malaysia, food delivery remains heavily reliant on human riders, which poses several challenges, including safety risks. For instance, in 2020, around 1,600 deaths were reported among p-hailing (parcel and food delivery) riders, emphasizing the urgent need for safer alternatives. The researchers argue that drones offer a promising solution by reducing such risks, particularly in areas where traffic congestion and dangerous driving conditions make traditional delivery methods hazardous. Additionally, drones can be highly useful in disaster-prone regions, such as during floods or landslides, where they can deliver food and essential supplies when ground transportation is not feasible.

The Untapped Potential of Drones in Food Delivery

While drones have been used in various industries across Malaysia, including agriculture, border security, and flood relief operations, their application in food delivery is still in its infancy. Countries like the United States, Spain, Singapore, and Thailand have already made strides in utilizing drone technology for food delivery, which has demonstrated efficiency, reduced delivery times, and minimized environmental impact. However, in Malaysia, drone adoption for food delivery has been limited, largely due to regulatory challenges and the lack of empirical studies focusing on consumer and provider attitudes toward this new service. To bridge this gap, the study proposes an adoption intention model that identifies the factors influencing both consumers and food delivery providers’ willingness to adopt drone services. The researchers employ a mixed-method approach, combining quantitative surveys and qualitative interviews with stakeholders, such as food delivery providers and drone operators, to explore the key predictors of adoption. The quantitative data will be analyzed using structural equation modeling (SMART PLS), while qualitative data from interviews will be interpreted using verbatim analysis.

Understanding Consumer Behavior and Perceived Risks

Several factors are expected to play a role in influencing adoption intentions. Optimism and perceived usefulness are seen as critical in shaping consumer attitudes toward drone technology. Younger consumers, in particular, tend to view drones as innovative, environmentally friendly, and efficient. They are also more likely to embrace automation and technological advancements in their daily lives. On the other hand, older generations may be more hesitant due to concerns about security, privacy, and potential technical malfunctions. For example, the study highlights concerns about drone theft, particularly in cases where drones could be intercepted mid-delivery. Additionally, technical challenges such as weather-related malfunctions, battery issues, or navigation errors could pose significant hurdles for widespread drone adoption. In this context, the researchers suggest that for drone technology to be fully embraced, regulatory frameworks need to be strengthened, and businesses must develop contingency plans to address potential risks.

Drone Delivery: A Faster and More Sustainable Solution

Despite these challenges, the benefits of drone delivery in food services are manifold. Drones offer a faster, more reliable means of delivery, particularly in urban areas where traffic congestion can lead to delays for traditional delivery services. The study notes that during the COVID-19 pandemic, the demand for contactless services skyrocketed, which has driven interest in drone delivery as a viable solution. In addition to being faster, drones are also more sustainable. Their relatively low energy consumption compared to motorized vehicles makes them an environmentally friendly alternative to traditional delivery methods. The ability to deliver food to remote or inaccessible areas during natural disasters further underscores the value of drone technology in enhancing service delivery and societal resilience.

Leveraging Theories to Understand Drone Adoption

The study’s conceptual framework is rooted in established theoretical models such as the Technology Acceptance Model (TAM) and the Technology Readiness Index (TRI). These models help explain how personal attitudes, such as optimism, innovativeness, and perceived ease of use, influence an individual’s likelihood of adopting new technologies. The researchers propose that for drone food delivery to succeed in Malaysia, both consumers and providers must perceive the technology as useful, safe, and reliable. Marketing strategies that highlight the efficiency, safety, and environmental benefits of drone services can help shift public perception and encourage broader adoption. Policymakers also have a role to play in facilitating drone adoption by easing regulatory restrictions and ensuring that safety protocols are in place to minimize risks.

Transforming Malaysia’s Food Delivery Landscape

The findings of this research have significant implications for the Malaysian economy and society. By embracing drone technology, Malaysia can enhance its logistics and supply chain capabilities, particularly in urban areas and during crises. Furthermore, the adoption of drones in food delivery services aligns with the broader goals of IR 4.0 by increasing automation and reducing reliance on human labor, which can, in turn, reduce accident rates among delivery workers. The study is expected to contribute valuable insights to entrepreneurs and policymakers, providing a roadmap for integrating drone technology into Malaysia’s food delivery sector. Through strategic planning and collaboration with regulatory authorities, the adoption of drones could transform the food delivery landscape in Malaysia, offering a safer, more efficient, and sustainable solution for both consumers and businesses.