Exploring young consumers’ intention to pay for shared express packaging: A multi-study analysis

Famei Shen, Jie Li, Jianghang Chen and Wangshuai Wang

Journal of Business Research, 2023, vol. 167, issue C

Abstract: Drawing upon imprinting theory and self-identity concept, this research investigates how young consumers’ waste sorting experience influences their willingness to pay for shared express packaging. Study 1 conducts an experiment in a professional data collection agency in China and reports that waste sorting experience is positively related to willingness to pay for shared express packaging. Study 2 adopts a questionnaire survey to extend the results of Study 1, utilizing 434 participants from the same agency. The results of Study 2 reveal that young consumers’ waste sorting experience is positively related to their willingness to pay for shared express packaging and their pro-environmental attitudes mediate this relationship. In addition, perceived social worth moderates the mediating effect of waste sorting experience on willingness to pay for shared express packaging via pro-environmental attitudes. Implications and future research directions are discussed.

Keywords: Imprinting theory; Self-identity; Waste sorting; Shared express packaging; Pro-environmental attitudes; Social worth (search for similar items in EconPapers)
Date: 2023
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:167:y:2023:i:c:s014829632300512x

DOI: 10.1016/j.jbusres.2023.114153

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