The role of green self-identity in shaping recycling intentions among Gen Z: evidence from Chinese second-hand platform users

In response to escalating environmental concerns, this study examines how green self-identity shapes recycling intention among Chinese Gen Z users of secondhand platforms. Grounded in an extended Technology Acceptance Model, the model incorporates perceived value, perceived convenience, and environmental attitudes as sequential mediators. Based on 544 survey responses analyzed using structural equation modeling, the findings reveal that green self-identity influences recycling intention through interconnected cognitive and attitudinal pathways. The study advances a process-oriented explanation of identity-driven recycling intention and highlights the importance of identity-aligned and user-centric design strategies to strengthen sustainable participation intentions in digital circular platforms.