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

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.