Study on the Influencing Factors of Chinese Consumers’ Willingness to Participate in E-Commerce Agricultural Product Recyclable Packaging Recovery

In recent years, the rapid development of the agricultural product e-commerce and logistics industry has generated a large amount of express packaging waste. The way in which to promote the reuse of express packaging and reduce carbon emissions has become an important issue, and the current research on consumers’ willingness to express packaging recycling is still in its infancy. This study, based on the theory of Extended Planned Behavior, constructed a factor model observing the influence of consumers’ willingness to participate in the e-commerce of agricultural products’ recyclable packaging recovery. Using partial least squares structural equation modeling to process and analyze 659 questionnaire data, the results show that policy promotion and perceived benefits had the highest degree of positive influence on recycling willingness, and there was a relatively weak positive effect of packaging performance and subjective norm on consumers’ willingness to recycle in terms of packaging performance and the subject norm of recycling willingness. The attitude towards recycling had the smallest impact on the willingness to recycle. Therefore, in order to promote the production and use of recyclable packaging, government policies should be strengthened, and consumers’ perceived benefits and subjective norm should be improved, as well as the packaging performance of recyclable packaging. This study provides new insights into Chinese consumers’ participation in the recycling and promotion of recyclable packaging for e-commerce agricultural products.