感知价值对消费者快递包装废弃物分类回收意愿的影响

Influence of Perceived Value on Consumers'Willingness to Sort and Recycle Express Packaging Waste

目前我国快递包装废弃物中被回收和重复利用的比例不高,现有研究对消费者主体责任关注较少。消费者作为快递包装废弃物处理过程的源头执行者,其意愿影响着快递包装废弃物回收的有效性。文章运用结构方程模型(SEM)与岭回归(Ridge)分析消费者感知价值各维度对消费者源头分类意愿的影响。结果表明,自我约束、物质成本、非物质成本和感知收益构成感知价值,其中自我约束、物质成本和非物质成本感知与消费者意愿显著相关,感知收益影响较弱,并建立回归模型进行分析。为有效提高快递包装垃圾处理效率,应在实践中加强宣传以增强消费者自我约束,同时降低消费者各项成本,从而促进消费者完成快递包装垃圾的来源分类和回收利用,改善环境,促进可持续发展。

At present,the proportion of recycled and reused express packaging waste in China is not high,but the main responsibility of consumers is ignored in existing research.As the source enforcer of the process of express packaging waste treatment,consumers'willingness affects the effectiveness of express packaging waste treatment.In the study,the SEM and Ridge are used to analyze the influence of various dimensions of consumer perceived value on consumers'willingness to classify at source.The results show that self-restraint,material cost,non-material cost and perceived benefit constitute perceived value,among which self-restraint,material cost and non-material cost perception are significantly related to consumers'willingness,the effect of perceptual benefit is weak.Then build a regression model for analysis.In order to effectively improve the efficiency of express packaging waste treatment,we should strengthen publicity to enhance consumer self-restraint and reduce consumer costs,so as to promote consumers to complete the source classification and recycling of express packaging waste,improve the environment,and promote sustainable development.