The Research On The Willingness Of Consumers To Participate In Recycling Logistics Of Express Package

With the rapid development of online shopping,the demand for express packaging is increasing year by year.A large number of express packaging wastes that have not been properly disposed of cause serious economic burden,resource waste and environmental pollution.Recycling of express packaging is the most effective way to solve the problem of express packaging wastes.Consumers are at the starting point of express packaging recycling,whose willingness to participate directly determines the results of express packaging recycling.Previous studies on consumers’ willingness to participate in express packaging recycling are mostly based on planned behavior theory,normative activation theory and social exchange theory focusing on social factors and individual factors which discuss the influence and ways of situational factors,social capital,personal values and perceived relevance on consumers’ intention to participate in recycling.Few of them have explored the psychological mechanism of consumers’ willingness to recycle,and the preconditions of consumers’ willingness to participate in recycling are not fully explored either.They ignore that express packaging recycling is a co-creation process that requires the participation of the government,enterprises and consumers.Consumers play the role of “temporary employees” of recycling enterprises in the process of express packaging recycling.Therefore,this thesis analyzes the effect of consumers’ willingness to participate in express packaging recycling from the perspective of consumers’ psychological authorization,and the mediating mechanism of psychological distance and perceived correlation in express packaging recycling.This thesis constructed a conceptual model based on “consumer psychological authorization--psychological distance/ perceived relevance--willingness to participate in express package recovery”.With the help of SPSS and AMOS data analysis tools this thesis discusses the influence of four dimensions of consumer psychological authorization,namely meaning,competence choice,and influence,on consumers’ willingness to participate in express packaging recycling,and the mediating mechanism of psychological distance and perceived relevance in the process of express packaging recycling which based on 261 valid samples.Empirical research results show that:(1)Customer psychological empowerment has a significant positive impact,including direct and indirect effects,on consumers’ willingness to participate in express packaging recycling,which competency and meaning have the strongest impact.(2)Customer psychological empowerment is the antecedent variable of consumer express packaging recycling psychological distance and perceived relevance.Improving customer psychological empowerment perception can shorten consumer express packaging recycling psychological distance and enhance perceived relevance.(3)The psychological distance and perceived relevance of express packaging recycling play a parallel intermediary role between consumers’ psychological authorization and express packaging recycling participation intention,and the intermediary role of express packaging recycling psychological distance is stronger than that of perceived relevance.The research conclusion is beneficial to enrich the empirical research on willingness to participate in express packaging recycling and provide important theoretical reference for the solution of express packaging waste.