Influence of ecological cognition on consumers’ willingness to participate in beverage packaging recycling

Abstract

Whether or not consumers participate in beverage packaging recycling is based on their ecological cognition to make the best choice under the comprehensive influence of rationality and perceptuality. After careful research, we shows that: ①ecological cognition has a significant role in promoting the willingness of consumers to participate in the recycling of beverage packaging; ②attitudes toward behavior, subject norms, and perceived behavioral control all have a significant impact on consumers’ willingness to participate in beverage packaging recycling; ③the exemplary norms have greater driving demonstration effects on consumers’ participation in the recycling of beverage packaging than the mandatory norms. Therefore, it is necessary to give full play to the guiding role of the media, increase the publicity of relevant policies such as protecting the ecological environment, and improve the supervision and management system of the urban ecological environment, actively mobilize consumers' willingness to participate in beverage packaging recycling.