Research On The Consumer's Recycling Behavior Of The Used Household Appliances

The progress of science and technology has brought about great changes to people's life.As incomes rise,so do people's consumption levels.New generation home appliance product enters thousands of households gradually,and the cycle that updates gradually shorten.Home appliance products not only meet the "new" needs of consumers,but also bring "new" troubles to consumers,enterprises and even the whole society--the generation of a large number of discarded or eliminated home appliances.How to "turn waste into treasure" and resource recycling has become a hot topic both at home and abroad.This study conducts questionnaire survey and empirical analysis on consumers.This study combines Ajzen's theory of TPB model and the conceptual model of MOA theory proposed by Mac Innis and Jaworski,and by analyzing the research achievements of domestic and foreign scholars and experts interview,increases the environmental knowledge,green consumption motivation,environmental awareness,green consumption attitude and green premium payment will five factors,build and expand the theoretical model of recycling of waste household appliances consumer behavior research.Through the structural equation model,AMOS 23.0 software was used to estimate the parameters and modify the model.Then,through the analysis of fitting results,the regression relationship of the main path,the complete mediating effect of recycling behavior intention and green consumption motivation,and the regulating effect of recycling cost are verified.Finally,the fitting indexes were used to compare the differences of recycling behaviors among different groups.The results show that:(1)the modified model of recycling behavior of used household appliances has good adaptability and good explanatory power for recycling behavior;(2)recycling behavior intention has a significant positive impact on recycling behavior,and environmental knowledge,recycling attitude,subjective norms and perceived behavior control have a significant positive impact on recycling behavior through the complete mediating effect of recycling behavior intention;(3)green consumption motivation has a significant positive impact on recycling behavior,and environmental awareness,green consumption attitude and green premium payment willingness have a significant positive impact on recycling behavior through the complete mediating effect of green consumption motivation;(4)the recovery cost plays a moderating role in influencing the recovery behavior intention.These results can provide reference for relevant government departments to formulate policies and for enterprises to implement the EPR system.Combined with the research results,this study puts forward the following Suggestions:(1)accelerate the formulation of laws and regulations;(2)strengthen the publicity of environmental protection knowledge and green consumption information,such as giving play to the "reference group effect" of stars;(3)strengthen the construction of recycling channels,provide convenient conditions,such as "enterprise-enterprise" interconnection,jointly create a perfect recycling platform for waste home appliances for consumers,and promote the implementation of consumers' actual recycling behavior.