Abstract
Environmental problems caused by waste due to the increased use of delivery and take-out have become important social issues. Consequently, the Ministry of Environment is preparing an implementation plan for eco-friendly charges to regulate the use of disposable items. This study examines payment fairness and eco-friendly behavior intentions based on willingness to pay for each type of eco-friendly charge implemented in delivery and takeout services. The types of eco-friendly charges were divided into two categories: disposable container usage fees and reusable container deposits. Cluster analysis identified three consumer groups: [group actively paying eco-friendly charges], [group preferring reusable container deposits], and [group passively paying eco-friendly charges]. The results showed that perceived payment fairness influenced eco-friendly behavior intentions in the [group actively paying eco-friendly charges] and the [group preferring reusable container deposits], but not in the [group passively paying eco-friendly charges]. It was found that the more consumers perceive the eco-friendly charge as fair, the more likely they are to engage in eco-friendly behavior. Therefore, it is necessary to guide and educate consumers on how eco-friendly charges are implemented and their environmental impact to encourage active participation.
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