Identifying what shapes the words and actions of residents’ environmentally friendly express packaging: Evidence from a two-stage payment model

Abstract

Voluntary purchase of environmentally friendly products is crucial to alleviating ecological degradation caused by human activities that revealing residents' payment decision-making mechanism is indispensable. Most current studies do not distinguish residents' payment decision-making behavior as a two-stage process of willingness to pay (WTP) and expected payment (EP), and research on negative factors needs to be deepened. To make up for the shortcomings, this study decomposes residents' environmentally friendly express packaging payment decision-making behavior into WTP and EP, and selects positive and negative antecedent variables. Then, the Double-Hurdle Model is used to explore the effects of variables. The results show that residents' EP is 2.68–3.89 RMB per item. Performance expectancy has a positive effect, and risk perception has a negative effect on WTP and EP. Additionally, influencing factors of WTP and EP differ, with facilitating conditions enhancing WTP, while social influence and green advertising acceptance promoting EP. Interestingly, effort expectancy has a positive impact on WTP but a negative effect on EP. Female residents with higher education and family monthly income have higher WTP and EP. The research shed light on residents’ payment and recommendations on the promotion of environmentally friendly products are further proposed.