Research On Consumers’ Intention And Behavior Of Recycling Mobile Phone Through Formal Channels

With the development of technology and the improvement of people’s living standards,the updating speed of mobile phones is accelerating,and the number of waste mobile phones is also increasing.The stock of waste mobile phones in China is about 2 billion till 2020,with the recycling rate as low as 2%.Consumers are the source of mobile phone recycling network.From an individual psychological perspective,exploring the deep-seated factors affecting their recycling behavior is of great significance to improve mobile phone recycling efficiency,and then conserve resources and reduce environmental pollution.Taking consumers in Jiangsu Province as the research object,this paper explores consumers’ recycling behavior from the perspective of consumers’ preference for disposal of waste mobile phone,recycling intention and recycling intention-behavior gap based on the individual psychological level through questionnaire survey and in-depth interview.Firstly,this paper focuses on consumers’ replacement cycle of mobile phone and preference for disposal of waste mobile phone through descriptive statistical analysis.Secondly,independent sample t-test and one-way ANOVA are conducted to explore the difference of demographic variables on the service life of mobile phones.Multiple logistic regression is used to analyze the differences of demographic variables on the disposal of mobile phone.Then,on the basis of the theory of planned behavior,this paper explores the influencing factors of consumers’ recycling intention by incorporating moral norm and privacy concern.Hierarchical regression is conducted to verify the hypothetical model.In addition,the research makes implementation intention as mediating variable,and price sensitivity and proactive personality as moderating variables to bridging the intention-behavior gap in mobile phone recycling.The price sensitivity is divided into three dimensions: price importance,price comparison and price knowledge.The main research conclusions are as follows:(1)The average service life of mobile phone in Jiangsu Province is 2.4 years.There are significant differences on average service life of mobile phone in individual gender,age,income,education level and region.(2)Attitude,subjective norm,perceived behavioral control,moral norm and privacy concern all have a significantly positive impact on consumers’ mobile phone recycling intention.In terms of influence degree,attitude > perceived behavioral control > subjective norm > privacy concern >moral norm.Additionally,privacy concern also has a negatively moderating effect on the relationship between subjective norm and recycling intention.(3)There is a statistically significant discrepancy between consumers’ recycling intention and actual recycling behavior,suggesting respondents with a high willingness of mobile phone recycling do not effectively translate their intentions to actual recycling behaviors by using paired sample t-test.There are significant differences on recycling intention-behavior gap in age and monthly income level.The mediating effect of implementation intention on the relationship between recycling intention and recycling behavior is verified by conducting bootstrap method.In addition,price importance has a negatively moderating effect on the relationship between recycling intention and recycling behavior,and price comparison has a positively moderating effect on the relationship between implementation intention and recycling behavior.At the same time,proactive personality also has a positively moderating effect on the relationship between recycling intention and recycling behavior.Finally,based on the conclusions of the research,this paper puts forward some suggestions to promote consumers’ formal recycling behavior of waste mobile phones,including increasing the publicity and education of mobile phone recycling,improving the convenience of recycling facilities,increasing recycling subsidies,and paying more attention to consumer privacy protection,etc.