Consumer intention to express packaging recycling in China's digital economy: an expansion of the theory of planned behavior

The thriving development of e-commerce and the digital economy in China has given rise to the issue of excessive express packaging waste. As a result, the recycling and reuse of express packaging have become increasingly critical. In this study, we utilize an extended version of the theory of planned behavior model (TPB) to examine consumers’ behavioral intentions and the factors that influence their decision to recycle express packaging in China. We collected data from 1114 valid questionnaires and tested our hypotheses using partial least squares structural equation modeling. The results revealed that six latent variables, namely attitude, subjective norm, perceived behavioral control, policy and publicity, degree of convenience, and recycling habit, all exert positive effects on consumers’ behavioral intention. Additionally, the degree of convenience, perceived behavioral control, policy and publicity, and recycling habit have positive indirect impacts on actual recycling behavior through mediating effects. Notably, the degree of convenience emerges as the most influential factor affecting consumer’s behavioral intention, and it plays a pivotal role as the primary mediating path to actual recycling behavior. In conclusion, this study adds to the body of research on waste recycling intentions, providing valuable insights for policymakers and consumers seeking to adopt more energy-efficient behaviors and facilitate the eco-friendly transformation of the express industry.