A Study on the Recycling Classification Behavior of Express Packaging Based on UTAUT under “Dual Carbon” Targets

Abstract

The rapid development of e-commerce has brought about a sharp increase in the demand for express packaging materials, which in turn has led to problems such as resource waste and environmental pollution. Under the target of “dual carbon”, the urgency and importance of effective classification and recycling of express packaging waste cannot be ignored. Based on the unified theory of technology acceptance and use (UTAUT) model and the characteristics of express packaging, this study selected performance expectancy, effort expectancy, social influence and perceived value as core variables, and gender, age and frequency as moderating variables, and established a structural equation through survey and analysis to study the factors influencing consumers’ willingness to recycle express packaging. The results of the study showed that performance expectancy, effort expectancy, social influence and perceived value had a significant positive effect on consumers’ willingness to classify. Classification willingness had a significant positive effect on consumers’ classification behavior. In addition to directly influencing classification intention, performance expectancy, effort expectancy and social influence also have mediating effects. In addition, gender played a moderating role in the effects of performance expectancy and social influence on classification intention. Based on the findings, this study proposes targeted measures to promote the green and healthy development of the express delivery industry.