Key factors influencing mass willingness to use CESPs under green concept: ECOCO smart recyclers as a case study

Abstract

In promoting green life and environmental protection, encouraging mass participation in environmental protection activities and increasing mass willingness to use circular economy service platforms (CESPs) are of high importance. In light of this stance and other several dimensions, including green concept, hedonic value, and user benefits, the multiple attribute decision-making technique was used to develop an evaluation model that assesses the influential factor of one's willingness to use CESPs. By employing the decision-making trial and evaluation laboratory (DEMATEL) approach, the degree of mutual influence between different evaluation dimensions and criteria was first determined to generate an influential network relation map (INRM). Next, the weights of influence of varying evaluation dimensions and criteria were calculated by combining the DEMATEL approach with analytic network process. Finally, an empirical analysis of comprehensive performance of different evaluation dimensions and criteria was carried out based on the modified VIKOR technique. Referring to the INRM, green information emerged as the primary aspect that should be improved and adjusted, followed by green management, hedonic value, user benefits, green appeal, and green participation in order of priority. These outcomes may serve as reference regarding ways to enhance mass willingness to use the ECOCO CESPs and its smart recyclers.