In recent years, the issue of packaging waste has resulted in a growing problem of white pollution, emphasizing the urgent necessity for environmentally friendly and sustainable practices within the packaging industry. Circular packaging, which involves the repeated use of materials to minimize waste production, presents a valuable solution to this challenge. However, the widespread adoption of circular packaging is impeded by various obstacles, including inadequate consumer environmental awareness, underdeveloped recycling logistics systems, uniformity in packaging designs, and challenges in cost management, hindering its large-scale commercial viability. This study utilizes a mixed-methods approach to examine the current status, potential opportunities, and obstacles in the development of circular packaging, with the objective of identifying and understanding the prevailing issues. It highlights the critical factors of service quality that influence consumers' perception of value and willingness to engage with circular packaging. A theoretical framework is established to explore the relationships between service quality in circular packaging, perceived value, and intention to use, with the validation of pertinent hypotheses. Specifically, the study confirms the direct influence of service quality on perceived value and usage intention, while also investigating whether the impact of service quality on usage intention is mediated by perceived value. The research outcomes offer specific recommendations and strategies to enhance circular packaging service quality, elevate consumer perceived value, and provide guidance for policymakers in crafting circular packaging regulations and for businesses in developing operational models for circular packaging.
The analysis begins with a review of literature and case studies to assess the current landscape, opportunities, and challenges confronting circular packaging, pinpointing the essential service quality components that shape consumers' perceptions and intentions towards circular packaging. Subsequently, a theoretical framework is constructed to establish the connections between circular packaging service quality, perceived value, and usage intention. Through comprehensive surveys, structural equation modeling is employed to validate the relationships among service quality, perceived value, and usage intention.
The quantitative research segment of this study presents and examines the subsequent hypotheses: H1: The presence of service quality exerts a significant positive influence on perceived value, which is confirmed. H2: Service quality has a significant positive impact on usage intention, which is also supported. H3: Perceived value significantly affects usage intention in a positive manner, as confirmed. The findings suggest that critical factors influencing the perception of service quality encompass convenience, interaction experience, and environmental education. By offering convenient and efficient usage and recycling services, providing exceptional service interaction experiences, and reinforcing environmental education and promotion efforts, consumer evaluations of service quality can be improved. Key factors influencing perceived value include functional, environmental, and economic value. If consumers view circular packaging as beneficial in terms of functionality, environmental impact, and economic feasibility, their perceived value will likely increase. Improving service quality and perceived value directly enhances consumers' inclination to use circular packaging, with perceived value acting as a partial mediator in the association between service quality and usage intention.
Based on the research outcomes, this study suggests a set of specific actions and suggestions to enhance the quality and perceived value of circular packaging services. These include streamlining operational procedures to boost convenience, enhancing staff training to elevate customer interactions, conducting diverse environmental education initiatives, and implementing incentive mechanisms to enhance economic viability. These measures are intended to further incentivize consumer engagement. Additionally, decision-making guidance is offered for governmental bodies and businesses, serving as a framework for crafting circular packaging policies and operational strategies. Ultimately, these efforts aim to foster the sustainable growth of the circular packaging sector, promoting eco-friendly practices and lifestyles. This research not only advances the application of service marketing theories in environmental contexts but also offers substantial support for the implementation of circular economy principles, carrying significant theoretical and practical implications.