Sustainable consumption plays an important role in achieving sustainable development. Eco-labels can help to convey this message to consumers. In China, the new carbon label represents a new kind of sustainable eco-label; as such, the relationship between carbon labeling and consumers’ willingness to pay (WTP) a premium is worth studying. This paper explores the impact of carbon label recognition on WTP a premium, which is also affected by the perceived value of quality attributes and effective advertising campaigns. The results show that the former plays an intermediary role in carbon label recognition and premium payment intention, while the latter regulates the relationship between perceived value of quality attributes and premium payment intention. The research shows that when consumers are aware of carbon labeling, they are more willing to pay higher prices for products as they believe the quality of these products to be higher. For others, effective advertising campaigns can encourage paying a premium. This not only provides suggestions for enterprises promoting green products and for governments wishing to raise environmental awareness via guidance and education but also promotes the sustainable development of green products.

The rapid development of e-commerce has brought about a sharp increase in the demand for express packaging materials, which in turn has led to problems such as resource waste and environmental pollution. Under the target of “dual carbon”, the urgency and importance of effective classification and recycling of express packaging waste cannot be ignored. Based on the unified theory of technology acceptance and use (UTAUT) model and the characteristics of express packaging, this study selected performance expectancy, effort expectancy, social influence and perceived value as core variables, and gender, age and frequency as moderating variables, and established a structural equation through survey and analysis to study the factors influencing consumers’ willingness to recycle express packaging. The results of the study showed that performance expectancy, effort expectancy, social influence and perceived value had a significant positive effect on consumers’ willingness to classify. Classification willingness had a significant positive effect on consumers’ classification behavior. In addition to directly influencing classification intention, performance expectancy, effort expectancy and social influence also have mediating effects. In addition, gender played a moderating role in the effects of performance expectancy and social influence on classification intention. Based on the findings, this study proposes targeted measures to promote the green and healthy development of the express delivery industry.

The use of express packaging and its recycling produces large amounts of carbon dioxide. In order to achieve China’s “dual carbon” goal, this study adopted a literature research method to explore the idea of intelligent express packaging recycling cabinets. Based on the current design and use of intelligent express packaging recycling cabinets, new ideas for their improvement are proposed. This study also explored methods for improving people’s willingness to use intelligent express packaging recycling cabinets through experimental research and quantitative analysis. The results show that a reward mechanism has a significant effect on people’s willingness to use intelligent express packaging recycling cabinets. Of the two types of rewards, immediate rewards, compared to delayed rewards, can further increase people’s use of intelligent express packaging recycling cabinets. Gain and loss trade-offs play a mediating role between a reward mechanism and people’s willingness to use it, and consumers make that choice after weighing up the advantages and disadvantages. If consumers feel that it is worthwhile to protect the environment, in terms of the rewards they obtain compared to the time and effort they have to spend using intelligent express packaging recycling cabinets, and that the gain outweighs the loss, they will be inclined to use this system. Environmental responsibility plays a moderating role in mediating the trade-off between gains and losses. In the context of low environmental responsibility, cash rewards lead to greater gain and loss trade-offs compared to point rewards, while in the context of high environmental responsibility, there is no difference between cash rewards and point rewards. This study provides ideas for the design and promotion of the use of intelligent express packaging recycling cabinets, with the goal of effectively improving the recycling rate of express packaging waste.