摘 要
人们的生活水平在不断提高的同时，资源与环境恶化问题也随之而来，使人们进一
步认识到可持续发展的重要性与紧迫性。新能源的开发与废旧物品的回收与再利用成为
解决资源与环境问题的两个重要方面。同时，随着我国开始进入家用电器淘汰报废高峰
期，对废旧家电的回收处理已经成为当前一个迫切的现实问题，废旧电器的回收与再利
用有利于家电的更新换代，更有利于缓解资源与环境的压力。在废旧电器回收过程中，
作为回收主体之一的消费者，由于受到个人因素(如：需求、认知、性别、年龄、学历
等)、社会因素与客观环境的影响，他们对废旧电器回收的认识各有不同，这些因素直
接或间接的影响到消费者是否参与回收行为。那么，影响消费者参与废旧家电回收行为
的因素究竟有哪些，又有哪些因素与消费者参与实际回收行为密切相关，而哪些因素又
是通过对消费者的回收行为意向产生调节作用；在论证完这些问题后，我们又该如何依
据这些因素，将因素具体细化，从而提出一些有效与可行的建议与对策，从而引导消费
者积极主动参与到回收过程呢。

本文正是从这些问题出发，在计划行为理论、循环经济理论等理论框架下，结合文
献研究的基础上，提出假设，通过问卷调查获取相关数据，利用回归分析等统计方法对
假设进行验证，然后采用层次分析法对消费者参与废旧家电回收行为具体影响指标，进
行了明确与合理量化，并进行对具体指标的综合权重排序，提出一些有效与可行的建议
与对策，引导消费者积极主动参与到回收过程；同时也为进一步研究废旧家电回收行为
影响因素提供一些借鉴与参考。

通过研究发现，经济动机仍是消费者参与回收行为最重要的影响因素，其次是行为
态度、服务动机、主观规范、最后为公众宣传。15 个具体影响指标中，回收价格成为
最重要的指标，其综合权重最大；其次是便利时效，最后为社会规范，这反映出回收价
格对消费者是否参与回收行为的起着关键性的影响，而外部环境对回收行为的约束、引
导与规范作用在当前影响并不大。同时，文章中根据社会结构的主要指标的划分，并结
合消费者废旧家电回收的相关特征，将参与废旧家电回收的消费者大致分成三类：第一
类是以营利为目的机构或组织。第二类是非营利性机构或组织。第三类是家庭消费者，
其具体又可以分为城镇消费者与农村消费者。结合前五章的分析，文章提出了相关激励
措施。最后指出消费者参与回收的各影响因素及其影响程度也会随着时间的推移、社会
的发展与回收体系的完善而发生变化或改变，如何去改善和修正相关问题，从而使得研
究更加客观、准确，这将是后续研究中应不断努力的方向。

关键词：消费者回收行为；废旧家电；逆向物流；激励措施
II
ABSTRACT
While quality of life has improved, there are still a lot of resources and environment
problems, it has cast new light on the importance and urgency of sustainable development.
The development of new energy and waste recycling became the two important ways to solve
the problem of resource and environment. Along with our country begins to enter the
scrapping peak of the home appliances, recycling of waste household appliances has become
an urgent and realistic task. The recycling of waste appliance can help to the upgrading of
appliance and ease the pressure on resources and environment. In the recycling of waste
electrical recycling process, consumers, as one of the most principal parts of waste electrical
and electronic equipment recycling, have different understanding about recycling due to
personal factors ,such as demand, cognition, gender, age, education and other social factors,
and the objective environment, which directly affect the consumers involved in the recycling.
What factors might influence consumer participated in recycling or not; if we know that, what
should we do in order to encourage consumers to actively participate in the recycling.
This article is precisely embarks from these questions, it conducts an empirical analyses
about the influencing factors of consumer participation in the recycling are given on the basis
of the theory of Planned Behavior and Circular Economy, combine literature research,
questionnaire survey and statistical method, On this basis, this study puts forward some
hypothesis and tests them. The factors be quantified and refined buy using analysis hierarchy
process, The weight of coefficient can be obtained in analytic hierarchy process, which offers
grounds for decision about encourage consumers to recycle, at the same time, This research
endeavourer develops for the study of the influencing factors of consumer participation in the
recycling provides some models and the reference.
The research shows that economy motive is still the most important influencing factor of
consumers’ participation in the recycling, followed by attitude, service motive subjective
norm, public propaganda; the recycling price is the most important indexes with the highest
weight coefficient in the 15 specific indexes, followed by convenience, the last is the social
norms , From this it appears that the recycling price plays a crucial role in this process, the
external environment does not a large effect on consumers’ participation in recycling . At the
same time, According to the division of social structure and combining with the
characteristics of consumers, consumers can be roughly divided into three categories, the first
category is the for-profit institutions or organizations; the second category is a non-profit
institutions or organizations. The third category is ordinary consumers, ordinary consumers