Research on Consumer Behavioral Intention in Express Packaging Recycling

Research on Consumer Behavioral Intention in Express Packaging Recycling

Purpose: With the rapid development of China's e-commerce industry, the express delivery industry is also advancing by leaps and bounds. While express brings convenience to people's life, a large number of express packages are disposed of at will, which not only increases a large amount of domestic waste, but also causes environmental pollution and waste of resources. Therefore, express packaging recycling has become a consensus in all fields of society. However, China's express packaging recycling work is still in its infancy, and there are still many problems in the express recycling process: lack of packaging recycling channels, no unified packaging standards, no clear government guidance policy, unclear consumer recycling willingness, and imperfect recycling system. Research design, data and methodology: According to the characteristics of express packaging recycling, other variables were introduced into the TPB model proposed by AJZEN, and based on previous literature research and research assumptions, a model of influencing factors of consumer behavior in express packaging recycling was constructed. Conducts targeted analysis based on the characteristics of rural culture and tourism shared development has important practical significance. The model selects 4 variables, namely cognitive level, policy publicity, convenience, reward mechanism as the influencing factor variables of consumers' willingness to recycle express packaging. Consumers' willingness to express packaging recycling behavior is studied as the dependent variable of the model to form a consumer behavioral willingness model in express packaging recycling. Results: The results show that whether to participate in express recycling, understanding the recycling mechanism, policy publicity, and recycling methods have a significant positive impact on the respondents' willingness to recycling, and whether express recycling is meaningful, whether the method is convenient, the importance of convenience, and express recycling. Rewards had no significant effect on investigators' willingness to recycle. Conclusions: In order to enhance consumers' willingness to recycle express delivery and effectively carry out express packaging recycling, the following suggestions are put forward: the government should formulate a comprehensive express delivery recycling policy, strengthen policy publicity, and standardize consumers' express packaging recycling behavior. Improve consumers' awareness of express packaging recycling, and promote the increase in the scale of express packaging recycling.