Motivation and challenges for e-commerce in e-waste recycling under “Big data” context: A perspective from household willingness in China

With the emerging technology and consumption modes under “Big data” context, e-commerce has arisen as a new trend for e-waste recycling. This paper conducted a questionnaire survey from 896 residents living in the cities of China, to explore the development of e-commerce in e-waste recycling. An ordered logit regression model was employed to reveal the key drivers and barriers for residents to choose e-commerce for their e-waste recycling. The results show that e-commerce in e-waste recycling does not receive a universal acceptance from residents. The perceived convenience, attitude and subjective norm are positively related to the residential intensions towards employing e-commerce for e-waste recycling. The price disadvantage of e-waste collection by e-commerce is the major barrier for taking e-commerce for e-waste recycling. However, the relationship between e-commerce recycling willingness and perceived price disadvantage is moderated by e-waste disposal subsidy. Facility accessibility also plays a moderate role in the relationship between e-commerce recycling willingness and perceived convenience.