Research On Consumer's Behavior Intention In Express Packaging Recycling

With the rapid development of Internet technology,more and more consumers choose online shopping.People's consumption mode has also been changed.A huge amount of express packaging garbage has been brought,which is destroying the environment and wasting resources.The development of green logistics and the implementation of express packaging recycling has become the key method to solve this problem.But the efficiency of express package recycling in China is still relatively low,consumer's awareness and enthusiasm of participating in express package recycling is not high,and their intention to recycle is not strong.Based on this background,in order to provide valuable suggestions for state and enterprises to carry out express packaging recycling,an empirical study on consumer's intention to participate in express packaging recycling will be conduct in this paper.Firstly,through the analysis and summary of previous literature,this paper summarizes the status quo of packaging waste recycling at home and abroad,as well as the research status of recycling behavior and express packaging recycling.Secondly,based on the Theory of Planned Behavior,Social Exchange Theory,perceived trust and situational factors,the reasonable assumptions about the relationship between factors affecting consumer's participation in express packaging recycling has been designed,and a theoretical model of consumer's intention to participate in express packaging recycling is constructed.According to the model of behavior intention,the questionnaire reflecting consumer's intention to recycle express packaging is designed combined with relevant literature research and the specific characteristics of express packaging recycling.A total of 405 questionnaires are collected through online and under-line methods.The descriptive statistical analysis of the questionnaire data is carried out first,then the reliability and validity of the questionnaire data are tested by the method of alpha reliability coefficient and principal component analysis in SPSS 20.0 software.Finally,AMOS 21.0 software is used to analyze the theoretical model of express packaging recycling intention built in this paper,and to test the hypothetical relationship in the model.The results show that:(1)The behavior intention of express packaging recycling is affected by consumer's recycling attitude and perceived behavior control,while subjective norms has a certain impact on consumer's recycling attitude.(2)Perceived trust positively affects consumer's recycling attitude,while has no impact on the intention of express packaging recycling.(3)Consumer's attitude and intention to recycle express packaging are also influenced by perceived benefits.(4)Convenience and policy publicity have a significant positive impact on consumer's intention to participate in express packaging recycling.According to the results of empirical research,this paper puts forward the following suggestions for the state and enterprises to carry out express packaging recycling activities: Changing consumer's recycling attitude,publicizing environmental protection knowledge and improving consumer's environmental awareness.Strengthening the perception of recycling benefits,establishing a complete express packaging recycling system and enhancing the quality of enterprise staff and consumer's trust.Establishing and improving convenient express packaging recycling channels to increase the convenience of consumers participating in express packaging recycling.Strengthening the policy norms and propaganda of express packaging recycling,so that consumer's behavior has a certain degree of restraint.