An Empirical Study On Consumer’s Electronic Waste Recycling Behavior

With the rapid development of information technology and its wide application in social life,electronic products have become the necessities of people’s lives,providing great convenience for our lives,but it also brings us serious environmental pollution problems.With the development of economy,science and technology in China and the large population base,the production and consumption of electronic products in China are at an international high level.The pollution of electronic waste is becoming more and more serious,and the recovery and treatment of electronic waste need to be solved urgently.The processing capacity of formal recycling enterprises in our country is far from saturated.The crux is that consumers do not choose formal recycling enterprises when they submit electronic waste.As the owner of electronic waste,consumers are the source of electronic waste logistics.They are very important to carry out reverse recycling and recycling of electronic waste.Therefore,from the perspective of consumers,this paper carries out the impact on consumption.In order to control the electronic waste from the source,solve the problem of "insufficient source" of formal recycling enterprises,and promote the sustainable development of enterprises.In this study,the consumer trust factor is introduced.On the basis of the theoretical model of planned behavior,the model is extended,and the structural equation model is constructed.The factors that affect consumers’ adoption of electronic waste to formal recycling enterprises are studied.The data were analyzed by software SPSS20.0 and AMOS21.0 to verify the reliability and validity of the questionnaire,and the impact path was studied.The results show that the factors affecting the intention of recycling behavior include attitude,subjective norms,aftereffect factors and economic costs;perceived behavioral control has no significant effect on behavioral intention;on the one hand,the intention directly affects the behavior of recycling,on the other hand,it affects the behavior of recycling through consumer trust.Based on the research results,this paper puts forward the following suggestions for recycling enterprises:(1)Be good at using the old and new media and school education to strengthen publicity,establish and enhance the awareness of environmental responsibility of the whole people.(2)By creating brand image,strengthening technology research,increasing recycling channels and providing quality recycling services,enhance consumer viscosities and enhance the competitiveness of enterprises.(3)Take the integral system as a transition to encourage consumers to develop good recycling habits and guide consumers’ recycling behavior.(4)Actively cooperate with the national policy and strive for the support of the government in terms of funds,talents and technology.(5)Strengthen market supervision and create market-oriented operating environment.