What drives consumer returning behavior for resource recovery? Evidence from South Korea’s circular scheme

Purpose This study investigates the factors influencing the consumer resource recovery rate within South Korea’s disposable cup deposit system. By analyzing the impact of physical infrastructure, store operational characteristics and regional environmental factors, this research aims to provide empirical evidence for designing a consumer-centric resource circulation system that enhances the recovery of high-quality recycled materials. Design/methodology/approach Using actual operational data from the Container Deposit System Management Organization, this study used a panel regression analysis with a time fixed effects model. The data set covered 48 administrative districts (eup, myeon and dong) in Jeju-si, Seogwipo-si and Sejong-si from January 2024 to August 2025. The analysis examined variables such as the number of stores with unmanned return machines installed, cross-brand return rates and visitor demographics. Findings The results indicated that return rates were driven by the openness of return points (cross-brand return rate) and voluntary store participation rather than hardware expansion. Notably, unmanned return machines had a negative effect, suggesting that technology-driven supply fails without user-centric convenience. Conversely, stability in routine consumption areas significantly increased recovery. To enhance return rates, policy should shift from hardware-centric supply toward a universal return network through cross-brand participation and repetitive exposure strategies targeting high-traffic daily living areas. Originality/value Unlike previous studies focused on psychological intentions or acceptance, this study, to the best of the authors’ knowledge, is the first to use large-scale operational data to empirically analyze the physical and regional determinants of disposable cup return rate. It provides specific policy implications for shifting toward a community-based, voluntary resource circulation model.