rcr新文：促进塑料回收——社交媒体对消费者行为影响的实证调查
文章导读
塑料污染是一个全球性问题，是对地球严重的环境威胁。全球生产了 3.48 亿吨塑料，而且这个数字正在全球范围内增加，所以目前最紧迫的环境挑战之一是在全球范围内减少塑料垃圾。事实上，消费者在减少塑料垃圾污染方面发挥着关键作用。
文章摘要
塑料污染在全球范围内普遍存在，消费者在减少塑料垃圾污染方面发挥着至关重要的作用。尽管许多研究已经分析了回收的意愿或行为，但针对塑料的研究相对较少。此外，我们对技术（例如社交媒体）的变革对塑料污染有关的消费者行为的影响知之甚少。因此，本文研究了哪些因素会影响消费者的行为和回收塑料的意愿，扩展了社交媒体对消费者行为影响的认识。通过对 467 名美国消费者样本进行的两项分析，我们揭示了态度、感知控制和同伴影响对消费者回收塑料意愿的积极影响。
然而，只有在对社交媒体动态中接触到塑料回收主题内容的消费者集群进行调查时，社交媒体的影响才会显著。此外，本研究的结果表明，意愿是塑料回收行为表现（直接行为）和通过政治和行政干预推广（间接行为）的重要潜在决定因素。最后，参数检验和pls-mga检验显示，社交媒体对不同人群的影响存在显著差异。因此，本研究为塑料回收框架提供了理论和实践意义。
abstract
plastic pollution is widespread globally, and consumers play a crucial role in reducing the pollution produced by plastic waste. although many studies have analyzed and estimated the intentions or behavior of recycling, relatively few studies have specifically focused on plastic. moreover, we have little understanding of how technology (e.g., social media) has changed and can change consumer behavior related to plastic pollution. therefore, this study expands our comprehension of which factors interact with consumers' behavior and intention to recycle plastics, extending knowledge of the influence of social media on consumer behavior. through two analyses conducted on a sample of four hundred and sixty-seven american consumers, we reveal that attitudes, followed by perceived control and peer influence, positively impact consumers' intentions to recycle plastic.
however, the influence of social media turns out to be significant only when examined on the cluster of consumers exposed to plastic recycling-themed content on their social media feeds. furthermore, the results of this study indicate that intentions are a crucial underlying determinant in the manifestation of plastic recycling behavior (direct behavior) and support for diffusion through political and administrative interventions (indirect behavior). finally, the parametric and pls-mga tests show a significant difference in the influence of social media on demographic clusters. thus, this study provides theoretical and practical implications for plastic recycling frameworks.