Exploring young consumers’ intention to pay for shared express packaging: A multi-study analysis
基于印记理论和自我认同概念，通过两项研究（实验和问卷调查）发现，年轻消费者的垃圾分类经历会通过环保态度正向影响其为共享快递包装付费的意愿，且感知社会价值调节这一中介效应。
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.