Guiding Effect of Personal Carbon Account on Resident Recycling of Express Packages from Perspective of Behavior Spillover Effect
In order to actively respond to the national"carbon peaking and neutrality"objective,the logis-tics industry needs to pay more attention to the issue of express package recycling.Residents,as the starting point of express package recycling,play a key role in the entire recycling process,so logistics companies try to guide residents to participate in the recycling of express packages through the incentive tool of personal carbon account.On such basis,with"Green Home"of Cainiao as the research object,and from the perspective of behavior spillover effect,we explored in-depth the guiding effect of personal carbon account on express package recy-cling.Through questionnaire survey on residents,we collected 318 valid questionnaires.Firstly,with the help of SPSS and the AMOS,we processed the data obtained and analyzed the reliability and validity of the ques-tionnaire to ensure the internal consistency and accuracy of the questionnaire.Secondly,we conducted a direct effect test through hierarchical regression analysis to explore whether the past low-carbon behavior can posi-tively affect the express package recycling and the perceived emotional value,economic value,social value,and environmental value of the personal carbon account,and whether the various values perceived by the residents can positively affect their express package recycling behavior.Finally,by setting the five variables of gender,age,education level,occupation and monthly income,and using SPSS and the bootstrap method,we explored whether the perceived emotional value,economic value,social value and environmental value of the personal carbon account can mediate between past low-carbon behavior and express package recycling behavior.The result shows that residents'past low-carbon behavior has positive impact on their express package recy-cling behavior;the past low-carbon behavior of residents has positive effect on the perception of the economic value,social value,environmental value and emotional value of the personal carbon account;the four dimen-sions of the perceived value of the personal carbon account can promote the express package recycling behav-ior;residents'perception of the economic value and social value of their personal carbon account can effective-ly mediate their past low-carbon behavior and express package recycling behavior,however,the perceived emotional value and environmental value have no significant mediating effect in this respect.The result not only helps enrich and develop the research of personal carbon account,but also has certain practical guiding significance for enterprises to formulate incentive strategies for residents'express package re-cycling behavior.Meanwhile,enterprises can optimize the design and function of personal carbon account ac-cording to the research result,and improve the enthusiasm and effect of residents'participation in express pack-agy recycling.
behavior spillover effectpersonal carbon accountperceived valuerecycling of express package
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