Research on the impact of social norms and psychological distance on participation willingness in reverse logistics: An empirical study of sharing economy platform users

The rapid growth of the sharing economy faces a critical bottleneck in its sustainable development: low participation rates in reverse logistics. This study builds an influence model based on Norm Activation Theory and Construal Level Theory. The model examines how social norms and psychological distance affect participation willingness in reverse logistics. It explores the mediating mechanisms of environmental responsibility and perceived behavioral control. The study also tests the moderating effects of platform type, usage frequency, and environmental values. We conducted a questionnaire survey with 468 sharing economy platform users. Structural equation modeling was used for empirical analysis. The findings reveal several important patterns. Social norms positively influence participation willingness in reverse logistics. Injunctive norms show stronger effects (β=0.387) than descriptive norms (β=0.234). All four dimensions of psychological distance produce negative inhibiting effects. Hypothetical distance demonstrates the most prominent hindering effect (β=-0.276). Environmental responsibility and perceived behavioral control serve as partial mediators. The mediating effect of the former is significantly stronger than the latter. Environmental values show the most significant moderating effect. Users with high environmental values respond to norms 1.55 to 2.03 times more strongly than those with low values. This research reveals the psychological mechanisms through which social norms activate moral responsibility and psychological distance weakens emotional identification. These mechanisms shape participation willingness. The study provides theoretical foundations and practical guidance for sharing economy platforms. It helps platforms design norm-based incentives and distance-reduction strategies. The findings carry important practical significance for promoting circular economy development.