高校学生快递包装回收行为意愿分析

摘 要

近年来，随着国民经济的发展与信息技术的进步，我国电子商务行业取得了显著的发展成绩，很多国民都逐渐开始认同网购这种购物模式。但在为消费者提供便利的同时， 网购也随之产生了大量的快递包装废弃物。这些快递包装如不能得到恰当处置，不仅浪费资源，也将对环境造成巨大危害。高校学生作为当前网购消费的主力军之一，对网购的需求较高，频率较大。因此了解高校学生对快递包装回收的行为意愿，进而探讨其影响因素，不仅有助于探讨快递包装回收的改进措施，提高其回收利用率，同时还能进一步推进快递行业的升级转型，实现经济与环境并重的可持续发展。

本研究在梳理逆向物流、废弃物回收等相关文献资料的基础上，提出高校学生对快递包装回收行为意愿的四个影响因素，即主观因素、外部保护、交易成本、社会氛围， 进一步采用问卷调查法分析此四因素与高校学生回收行为意愿的关系，结果发现主观因素、外部保护、社会氛围这三个因素对快递包装的回收行为意愿有正向影响，交易成本因素有负向影响。

关键词：快递包装回收；计划行为理论；交易成本；行为意愿

Abstract

In recent years, with the development of the national economy and the advancement of information technology, China's e-commerce industry has achieved remarkable development achievements, and many citizens have gradually begun to agree with the online shopping model. But while providing convenience to consumers, online shopping also generates a lot of express packaging waste. If these express packages cannot be properly disposed, not only waste resources, but also cause great harm to the environment. College students, as one of the main forces of online shopping consumption, have a higher demand for online shopping and have a higher frequency. Therefore, understanding college students ’willingness to express packaging recycling, and then discussing its influencing factors, not only helps to discuss Improving measures to increase its recycling utilization rate, and at the same time, it can further promote the upgrading and transformation of the express delivery industry, and achieve sustainable development with equal emphasis on economy and environment.

On the basis of sorting out relevant literatures such as reverse logistics and waste recycling, this study proposes four influencing factors of college students' willingness to express packaging recycling behavior, namely subjective factors, external protection, transaction costs, and social atmosphere, and further adopts a questionnaire survey The method analyzes the relationship between these four factors and college students' willingness to recycle behaviors. It is found that the three factors of subjective factors, external protection, and social atmosphere have a positive impact on the express packaging willingness to recycle behaviors, and transaction cost factors have a negative impact.

Key Words: Express packaging recycling, Planned behavior theory, Transaction cost， Willingness to act