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

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  • Shen, Famei
  • Li, Jie
  • Chen, Jianghang
  • Wang, Wangshuai

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.

Suggested Citation

  • Shen, Famei & Li, Jie & Chen, Jianghang & Wang, Wangshuai, 2023. "Exploring young consumers’ intention to pay for shared express packaging: A multi-study analysis," Journal of Business Research, Elsevier, vol. 167(C).
    • Handle: RePEc:eee:jbrese:v:167:y:2023:i:c:s014829632300512x
    DOI: 10.1016/j.jbusres.2023.114153
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