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Are Chinese residents willing to pay for green express packaging and to participate in express packaging recycling?

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  • Lin, Boqiang
  • Wang, Xia

Abstract

The rapid development of e-commerce has resulted in a significant increase in express packaging, causing serious environmental pollution and resource waste problems. To achieve green governance of express packaging, both government regulations and corporate participation must be implemented. However, the crucial role played by consumers who ultimately use express packaging should not be overlooked. This paper adopts a consumer-oriented perspective and utilizes first-hand survey data, along with principal component analysis, probit regression, and conditional value evaluation methods to explore whether residents are willing to pay for green express packaging and participate in express packaging recycling. The results show that consumers’ choice of green express packaging is mainly influenced by four factors, including packaging quality factors, political and environmental factors, other packaging factors, and commodity factors. Notably, 70% of residents surveyed are willing to pay a premium for green express packaging, with the average premium being CNY 2.46 or 15.8% of the total cost for green express packaging. Furthermore, residents are likely to participate in express packaging recycling if they are given an economic incentive of CNY 0.93 or 6.9% of the cost per packaging. Based on these findings, this paper provides targeted policy recommendations to address relevant issues.

Suggested Citation

  • Lin, Boqiang & Wang, Xia, 2023. "Are Chinese residents willing to pay for green express packaging and to participate in express packaging recycling?," International Review of Economics & Finance, Elsevier, vol. 88(C), pages 429-441.
    • Handle: RePEc:eee:reveco:v:88:y:2023:i:c:p:429-441
    DOI: 10.1016/j.iref.2023.06.016
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    References listed on IDEAS

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    1. S. Ferreira & M. Cabral & N.F. da Cruz & P. Simões & R.C. Marques, 2017. "The costs and benefits of packaging waste management systems in Europe: the perspective of local authorities," Journal of Environmental Planning and Management, Taylor & Francis Journals, vol. 60(5), pages 773-791, May.
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    3. Shi, Kunbo & Shao, Rui & De Vos, Jonas & Cheng, Long & Witlox, Frank, 2021. "Is e-shopping likely to reduce shopping trips for car owners? A propensity score matching analysis," Journal of Transport Geography, Elsevier, vol. 95(C).
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    Cited by:

    1. Huang, Chenchen & Lin, Boqiang, 2024. "How digital economy index selection and model uncertainty will affect energy green transition," Energy Economics, Elsevier, vol. 136(C).
    2. Yang, Jiahui & Cai, Li & Gong, Xinyan & Li, Xiaona & Yang, Menghua & Long, Ruyin, 2025. "Enhancing acceptance of reusable express packaging: A mixed-method study to reveal the net effects and configurational effects of consumers’ perceptions," Journal of Retailing and Consumer Services, Elsevier, vol. 87(C).
    3. Akturan, Ulun & Kuter, Deniz & Gökkut, B. Selin, 2025. "Mirror, mirror on the wall, who is the most convincing of them all? A systematic literature review on packaging," Journal of Business Research, Elsevier, vol. 193(C).
    4. Kai Guo & Chengyuan Zhan & Muqing Niu & Ashutosh Sharma, 2026. "Analysis of green transformation pathways for express packaging recycling based on tripartite evolutionary game: the role of consumer carbon responsibility," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 28(4), pages 10397-10432, April.
    5. Shen, Yu & Wang, Xinping, 2025. "Understanding public participation in community shared energy storage: Formative mechanism of willingness and subsequent behavior diffusion process," Energy Policy, Elsevier, vol. 206(C).
    6. Brîndușa Mariana BEJAN & Ciprian Marcel POP, 2024. "Egocentrism Among Generation Z: The Influence on Sustainable Behavior," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(2), pages 73-88, June.

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