Consumer acceptance on the usage of reverse vending machine (RVM)

Abstract

Plastic bottles are broadly used in Pakistan. Commonly, the plastic bottles are made up of polyethylene terephthalate (PET), a biodegradable material. Because of the non-availability of a powerful incentive scheme, these recyclable plastic bottles are often disposed of in landfills. This paper suggests a feasibility study of building acceptance in consumer to use reverse vending machine (RVM) in order to have a sustainable and green environment. The purpose of this research is to find out the impact of consumer acceptance (i.e. awareness, incentives, convenience and environmental consciousness) on the usage of reverse vending machine and moderating effect of brand endorsement on the usage of RVM. The study involves target audience of age group 18-50 who were gone through a survey questionnaire. Sample size taken was of 261 respondents and both the models of PLS SEM (measurement and structural) were used to carry out the analysis. The results showed that awareness and incentives did not impact consumer acceptance to the usage of RVM but convenience and environmental consciousness have the strongest impact on our target audience. Besides this our results derived that brand endorsement does not strengthen awareness and consumer acceptance on the usage of RVM. This study aims to create a better environmental practice in the city of lights. Government must actively install the RVMS in different locations with respect to the convenience of consumers in fostering environmental sustainability and community participation. Managers shall proactively include reverse vending machine integration into their organization's strategy as an essential part of corporate social responsibility (CSR).