消费者意愿外化行为影响机制研究——以快递包装分类回收为例

Influencing mechanism in the externalization of consumer's willingness into behaviour:An example of express packaging classified recycling

快递包装分类回收是实现绿色物流、资源可持续利用的重要组成部分,消费者是分类回收最基本的要素,然而其回收意愿不一定外化为实际行为。基于1128份消费者调查数据,运用Ordered Probit模型探究消费者快递包装分类回收意愿外化行为的影响因素。结果表明:1)人际网络、政策效能、社会信任均显著促进消费者快递包装分类回收意愿外化行为。2)社会资本通过生态价值观影响消费者快递包装分类回收意愿外化为行为。3)面子观念在社会资本与生态价值观、生态价值观与意愿外化行为路径之间发挥正向调节作用。4)年龄、受教育程度、网购次数均能促进消费者快递包装分类回收意愿外化为行为,对于性别而言,与男性相比女性的外化程度更高一些。因此,提高消费者的生态价值观,加强环保宣传和教育,完善回收的政策法规以及营造良好的社会信任环境,对全面推动消费者快递包装分类回收具有重要意义。

Classified recycling of express packaging is one of the important parts in realizing green logistics and sustainable utilization of resources.Consumers are the most basic element,but,their willingness does not necessarily externalize it into actual behaviour.Based on 1128 data,the ordered Probit model was used to explore the factors influencing the consumers'classification and recycling intention.The results reveal that:1)Interpersonal network,policy efficiency and social trust all improve the degree of consumers'willingness to recycle express packaging.2)Social capital influences consumers'willingness to recycle express packaging through ecological values.3)The concept of face plays a positive regulatory role between social capital and ecological values,ecological values and the path of externalized behaviour.4)Age,education level,online shopping can promote consumers'willingness to recycle express packaging into behaviours.Women are more likely to externalize their willingness than that of men.Therefore,improving consumers'ecological values,strengthening environmental awareness and education,improving recycling policies and regulations,and creating a good social trust environment are of great significance for comprehensively promoting the classification and recycling of consumer express packaging.