@misc{10481/79417,
year = {2022},
month = {11},
url = {https://hdl.handle.net/10481/79417},
abstract = {The existing packed mail-based return mode in ecommerce has a considerable negative
impact on the natural environment. In contrast, a package-free return mode accepts unpacked
ecommerce returns using return points in-store and is a more eco-friendly service. On the basis of the
push–pull–mooring (PPM) framework, this study aims to identify key factors in green communication
that contribute to consumers switching from mail return services to package-free return services.
A scenario-based online survey was conducted. Structural equation modeling was used to test the
hypotheses. Push factors (consumer dissatisfaction) and a mooring factor (mail return habit) only
manifested weak effects on switching intention. Regarding pull factors (service convenience and
green value), in contrast to previous research, the effect of green value on switching intention was
found to be much weaker than the effect of service convenience. Convenience was found to be the
key factor in green communication. Our research adds value to green communication and the PPM
framework. It updates existing knowledge concerning the role of consumer dissatisfaction, perceived
green value, and perceived convenience of return service in green communication. This study also
explains why the mooring factor of habit fails to predict switching intention.},
organization = {National Natural Science Foundation of China (NSFC)},
organization = {Philosophy and Social Sciences Planning Project in Zhejiang Province		
72032008	
21ZJQN03YB},
publisher = {MDPI},
keywords = {Green ecommerce},
keywords = {Product returns},
keywords = {Pro-environmental behavior},
title = {Green Communication for More Package-Free Ecommerce Returns},
doi = {10.3390/jtaer17040073},
author = {Li, Yangchun and Martínez López, Francisco José and Feng, Changyuan},
}