消费者快递包装分类回收意愿与行为的影响因素分析

Analysis of Influencing Factors and Mechanisms of Consumers’Willingness and Behavior of Classified Recycling of Express Packaging

快递业的发展带来了快递包装垃圾回收问题。为此,笔者采用二元logistic回归模型对472份消费者快递包装分类回收的各方面情况进行分析,试图对影响消费者参与意愿、实际行为的因素进行分析,探讨快递包装分类回收推广的条件和机制。结果显示:消费者进行快递包装分类回收意愿强烈,但实际行为却很少,两者之间存在较大差异;快递包装分类回收的意愿主要受认知和态度影响,年龄和某些职业也是影响因素;快递包装分类回收的行为是否能够实现,主要取决于对快递包装分类回收知识的认知;此外,消费者对于"循环绿色"快递包装有非常高的期待值。因此,完善快递包装分类回收设施和服务制度;通过宣传加强消费者快递包装分类回收知识普及和责任感的培养;尽快制定快递包装回收标准;采取奖惩并用、激励与监督并行的举措推动分类回收实践推广;建立可循环、可回收的共享快递服务系统等措施是实现快递包装"绿色化"的根本途径。

The development of express industry has brought about the problem of garbage recycling in express packaging.For this reason,the author used the binary logistic regression model to analyze various aspects of 472 consumers’express packaging classification and recycling,trying to analyze the factors affecting consumers‘willingness to participate and actual behavior.On the other hand,the conditions and mechanism of classified recycling promotion of express packaging were analyzed through questionnaires.The results show that consumers have a strong willingness to classify and recycle express packages,but there are few actual actions,and there are great differences between them.The willingness to classify and recycle express packages is mainly affected by cognition and attitude,age and certain occupations are also influencing factors.Whether the classified recycling of express packaging can be realized depends mainly on the knowledge of classified recycling of express packaging.In addition,consumers have very high expectations for“recycling green”express packaging.Therefore,we should improve the classification and recycling facilities and service system of express packages;strengthen the popularization of knowledge and the cultivation of responsibility of consumers about classification and recycling of express packages through publicity;formulate the standards of classification and recycling of express packages as soon as possible,and take measures of rewards and punishments,incentives and supervision to promote classification and recycle practice;and establish recyclable and shared express packaging delivery service system and other measures are the fundamental way to achieve“green”express packaging.