Green Consumption and SDG 12: Exploring the Impact of Service Scenarios on Consumer Recycling Behavior

Objective: To explore how service scenarios influence consumer recycling behavior and promote green consumption (SDG 12) and sustainable actions, and to investigate the extent to which service scenarios affect green consumption from emotional (experiential) and rational perspectives. Methods: An online questionnaire survey was conducted in Shandong Province, China, with a total of 561 valid responses collected from individuals with recycling experience. Data analysis using SPSS revealed that service scenarios could enhance in-store immersion and recycling intention of consumers, thereby promoting actual recycling behavior. Furthermore, when consumers perceived the recycling of used electronic products as easy and convenient, the transformation from intention to behavior was further strengthened. Results: The data analysis demonstrates that service scenarios substantially increase the immersion levels of consumers, thereby facilitating their recycling behavior. Additionally, the perceived ease of recycling positively influenced recycling intentions and actual recycling behavior. Significance & Contribution: This study examines the micro-level factors that influence responsible consumption and offers insights on maintaining green consumption and fostering environmentally responsible behavior.