Intention in use recyclable express packaging in consumers’ behavior: An empirical study

Abstract

This study integrates customers’ intention to use recyclable express packaging by extending the theory of planned behavior. Prior studies are lacking to address the convenience, moral norms and awareness of consequences in the model. The use of disposable express packaging has become increasingly prominent because of the explosive growth in the number of express deliveries and this leads to the waste of resources and environmental pollution. The data are collected from 1303 valid questionnaires. The hypotheses are tested using partial least squares structural equation modeling. The results show that usage intention and perceived behavioral control have a significant positive effect on the usage behavior of recyclable express packaging by consumers aged 14–35. Convenience, subjective norms, and moral norms are the most important factors affecting the usage intention of these young Chinese consumers. Meanwhile, attitude and perceived behavioral control play a significant positive role in young consumers’ usage intention. Awareness of consequences has no significant influence on usage intention.