Impact of Reward Mechanisms on Consumers’ Willingness to Use Intelligent Express Packaging Recycling Cabinets: A Case Study in China

Ying Zhan (), Yue Sun and Junfei Xu
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Ying Zhan: Department of Business Administration, Wuhan Business University, No. 816 Dongfeng Road, Wuhan 430056, China
Yue Sun: Department of Business Administration, Wuhan Business University, No. 816 Dongfeng Road, Wuhan 430056, China
Junfei Xu: College of Weaponry Engineering, Naval University of Engineering, Wuhan 430033, China

Sustainability, 2024, vol. 16, issue 10, 1-20

Abstract: The use of express packaging and its recycling produces large amounts of carbon dioxide. In order to achieve China’s “dual carbon” goal, this study adopted a literature research method to explore the idea of intelligent express packaging recycling cabinets. Based on the current design and use of intelligent express packaging recycling cabinets, new ideas for their improvement are proposed. This study also explored methods for improving people’s willingness to use intelligent express packaging recycling cabinets through experimental research and quantitative analysis. The results show that a reward mechanism has a significant effect on people’s willingness to use intelligent express packaging recycling cabinets. Of the two types of rewards, immediate rewards, compared to delayed rewards, can further increase people’s use of intelligent express packaging recycling cabinets. Gain and loss trade-offs play a mediating role between a reward mechanism and people’s willingness to use it, and consumers make that choice after weighing up the advantages and disadvantages. If consumers feel that it is worthwhile to protect the environment, in terms of the rewards they obtain compared to the time and effort they have to spend using intelligent express packaging recycling cabinets, and that the gain outweighs the loss, they will be inclined to use this system. Environmental responsibility plays a moderating role in mediating the trade-off between gains and losses. In the context of low environmental responsibility, cash rewards lead to greater gain and loss trade-offs compared to point rewards, while in the context of high environmental responsibility, there is no difference between cash rewards and point rewards. This study provides ideas for the design and promotion of the use of intelligent express packaging recycling cabinets, with the goal of effectively improving the recycling rate of express packaging waste.

Keywords: reward mechanism; intelligent express packaging recycling cabinet; use willingness (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2024
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