Consumer participation in reusable resource allocation schemes: A theoretical conceptualization and empirical examination of Korean consumers

Abstract

In recent years, reusable delivery bags (RDB) have attracted considerable attention as a practice of reusable resource allocation schemes. However, little is known regarding the determinants of consumers’ behavioral intention to use RDB. This study develops a model for the impact of usefulness- and identity-mediated hierarchical needs on behavioral intentions using Maslow's hierarchy of needs, the technology acceptance model, and identity-based motivation theory. A questionnaire survey was undertaken in Korea, and 468 samples were collected for analysis using structural equation modeling. The results show that reliability, perceived safety, social influence, and social impression positively impact consumers’ behavioral intention through the conduction of perceived usefulness. Simultaneously, through the positive mediating effect of self-identity, social influence and social impression affect the propensity to utilize reusable express bags. These findings offer compelling evidence and make significant contributions to the design of corporate resource allocation methods.