Food delivery sales are expected to reach a remarkable US$365 billion worldwide by 2030. The growth of food delivery services has been accelerated by technological advances, including the emergence of drone technology. A major potential advantage of drone-based food delivery is that drones are eco-friendly, in line with calls to promote sustainability in the food service industry. To commercialise drone food delivery, companies first need to know who is most likely to use these services, and why. Rising to this challenge, Professor Jin-Soo Lee of the School of Hotel and Tourism Management (SHTM) at The Hong Kong Polytechnic University and co-researchers investigated the influence of environmental responsibility and emotions on consumers’ intention to use drone food delivery services. Their novel findings offer guidance for the design of drone delivery marketing strategies to target four major groups: green consumers, activists, advocates and recyclers.