The Impact of Packaging's Waste Sorting Friendliness on Product Purchase Intention
The Waste Sorting Friendliness(abbreviated as WSF in the following text)of packaging is becoming a special pack-aging attribute that is increasingly valued by companies and consumers.It refers to the extent to which packaging can reduce consumers'confusion about waste sorting,alleviate consumers'fear of sorting,and improve sorting efficiency.However,whether the Waste Sorting Friendliness can directly affect product purchase intention like other packaging attributes(such as shape,color)remains to be explored.Based on the theory of planned behavior,perceived value and perceived usefulness,this study explores how the intensity of waste sorting policy(high or low)and the explanation of waste sorting friendliness(yes or no)moderate the impact of WSF on product purchase intention,and test the mediating role of perceived usefulness in the above processes.Through 4 experi-ments,data were collected by using a combination of random online questionnaire,targeted online questionnaire and offline laboratory experiment,and using analysis of variance and bootstrap mediation analysis in Spss is to verify the hypotheses,and to reject other possible moderating effects and mediation explanations.Study 1 shows that when the intensity of the waste sorting policy is low,WSF does not significantly affect product pur-chase intention;while when the intensity of the policy is high,WSF has a significant positive impact on product purchase in-tention.Study 2 shows that if there is no explanation of packaging's WSF,WSF does not significantly affect product purchase intention;but if there is an explanation,WSF has a significant positive impact on product purchase intention.Meanwhile,when the intensity of the waste sorting policy is high,or when there is an explanation of WSF,perceived usefulness mediates the im-pact of WSF on product purchase intention.In addition,the study rejected the possible moderating role of consumer innovat-iveness and the possible mediating role of perceived corporate social responsibility from the environmental perspective.Fi-nally,Study 3 summarizes seven ways in which packaging can be made more"waste-sorting-friendly",further providing ref-erence for marketing practice and related experimental design.In theory,the study explored and verified new packaging attributes that affect product purchase intention,expanded the application scenarios of the theory of planned behavior in green consumption,and enriched the psychological mechanism of green consumption from a self-interest perspective.In practice,the study proposed management implications from the per-spective of corporate product design and the perspective of waste sorting policy formulation.
packaging's waste sorting friendlinessproduct purchase intentionintensity of waste sorting policyexplanation of waste sorting friendlinessperceived usefulness
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