消费者快递包装分类回收行为研究--基于心理认知、社会互动的双重视角

Research on consumer’s behavior of express packaging classification and recycling:From dual perspectives of psychological cognition and social interaction

基于河南省、吉林省、陕西省1147个消费者微观调查数据,运用Heckman两阶段模型,分析心理认知、社会互动双重视角对消费者快递包装分类回收行为(回收决策和回收程度)的影响,并对行为意愿的中介作用和政策宣传的调节效应进行讨论。研究结果表明:心理认知中的责任认知、生态认知和社会互动均显著正向影响回收决策和回收程度;行为意愿在心理认知、社会互动与消费者快递包装分类回收行为之间具有部分中介作用,政策宣传能够正向调节行为意愿与消费者快递包装分类回收行为之间的关系;性别、年龄、受教育程度显著正向影响回收程度,月收入显著负向影响回收决策和回收程度,网购次数对回收决策和回收程度均有显著正向影响。提高消费者的环境责任认知、生态认知,注重消费者社会互动网络的搭建,加强环保等政策信息宣传,能够促使其积极参与快递包装分类回收,进而提高快递包装分类回收决策和回收程度。

Based on Henan,Jilin and Shaanxi Province 1147 micro data,using Heckman two-stage model,we analyze the impact of psychological cognition and social interaction on consumers'behavior of express packaging classification and recycling(recycling decision and recycling degree),and discuss the mediation and regulatory effects of behavioral intention and policy publicity.The results show that:Responsibility cognition,ecological cognition and social interaction in psychological cognition have a significant positive impact on recycling decision and degree.The behavioral intention has a part of intermediary effect between responsibility cognition,ecological cognition,social interaction and the behavior of express packaging recycling.The policy publicity can positively adjust the relationship between the behavioral intention and consumers'behavior of express packaging classification and recycling.Gender,age and education level positively affect the degree of classification,monthly income negatively impacts the recycling decision and degree,and online shopping frequency positively impacts the recycling decision and degree.Improving consumers'awareness of environmental responsibility and ecology,paying attention to the establishment of consumer social interaction networks,and strengthening policy information publicity such as environmental protection can encourage the consumer to actively participate in the classification and recycling of express packaging,thereby improve the decision-making and recycling level of express packaging classification and recycling.