Accelerating the efficient recycling of drink bottles through deposit refund system: intention, WTP, and key determinants

With the rapid expansion of the bottled beverage industry, the escalating consumption of single-use plastic containers has intensified the challenge of plastic pollution. Deposit-refund system (DRS) has emerged as a viable strategy for mitigating this issue, garnering growing interest from both public and private sectors. Taking Macao city as a typical case, this study constructs a comprehensive cognitive analysis of consumers’ intention, willingness to pay (WTP), and the key determinants of DRS using the extended theory of planned behavior and the contingent valuation method. The findings reveal that behavioral intention is significantly shaped primarily by attitude (effect value = 0.512), followed by green perceived value (effect value = 0.351). Moreover, attitude is substantially driven by environmental concern and environmental emotion, with path coefficients of 0.554 and 0.508, respectively. Notably, 82.3% of respondents expressed WTP for DRS, with a mean value of 1.26 Macanese pataca (MOP). The main reasons for consumers’ reluctance to receive DRS are uncertainty about the popularity, convenience and accessibility of recycling locations (67.10%). This study offers a conceptual paradigm for elucidating consumer preferences toward DRS within the broader context of environmental sustainability.