Exploring consumers’ environmental ethical preferences in the context of unmanned aerial vehicle utilization for plant protection

Abstract

AbstractThe use of unmanned aerial vehicles (UAVs) has increased agricultural productivity, achieved food security, and eased the pressure associated with environmental degradation and population growth. However, consumer sentiment remains unclear. The results show that pressures regarding food safety, production safety, and ecological safety have different degrees of positive impact on perceived benefits but no significant impact on perceived barriers. They strongly influence both perceived benefits to the adoption of UAV plant protection agricultural products. Perceived benefits demonstrated a mediating role between the three safety pressures and the adoption of UAVs. Lay beliefs showed a positive moderating effect on perceived benefits and obstacles to the adoption of UAV-based plant protection products. Based on these findings, this paper concludes that consumers are developing new consumer ethics that integrate concepts of food safety, safe production, and regional environmental protection with their acceptance of new technology, which is directly dependent on the combined effect of environmental and consumer ethics. To promote sustainable development, policies must be further optimized on this original basis.