基于逆向物流的消费者快递包装回收意愿和行为研究

Research on Consumers’Willingness and Behavior of Express Packaging Recycling Based on Reverse Logistics

近年来,电商的迅猛发展及市场需求的激增使快递业得到了快速发展。在快递包装回收中,消费者是最重要的一环,本文对消费者的快递包装使用及回收行为进行分析,对国家发展循环经济、开展绿色物流有着重大意义。因此,文章选取江苏省的电商快递消费者为样本,分析影响消费者快递包装回收意愿的各种因素,研究结果表明:(1)消费者对快递包装回收的态度、主观规范、知觉行为控制,以及外部因素的便捷性和激励措施都对其回收意愿有显著的正面影响;(2)回收态度在主观规范、知觉行为控制和回收意愿的关系中存在中介作用。本研究结论对提高消费者参与快递包装回收的积极性有重要的指导意义。

In recent years,the rapid development of e-commerce and the surge in market demand have led to the rapid development of the express delivery industry.Consumers are the most important part of the recycling of express packaging.Analysis of their express packaging usage and recycling behavior is of great signifi cance to the country’s development of circular economy and green logistics.This paper selects e-commerce express delivery consumers in Jiangsu Province as a sample to analyze the various factors that aff ect consumers’willingness to recycle express packaging.The research results of 297 valid questionnaires show that(1)Consumers’attitudes towards express packaging recycling,subjective norms,perceived behavioral control,as well as external factors,convenience and incentives,all have a signifi cant positive impact on their recycling intention;(2)Recycling attitude plays a mediating role in the path of the infl uence of subjective norms and perceived behavioral control on recycling intention.The research conclusions have important guiding signifi cance for improving consumers’enthusiasm for participating in express packaging recycling.