An investigation on TPB–NAM-based factors of the application of circular packaging

Abstract Faced with the pressure of packaging waste caused by e-commerce growth, Circular Packaging, as a sustainable logistics model that achieves multiple closed-loop circulations of packaging supported by standardized design and intelligent systems, is a crucial pathway for implementing SDG 12 (“Responsible Consumption and Production”). This study integrates the Theory of Planned Behavior (TPB) and the Norm Activation Model (NAM), introduces Sharing Economy Perception (SEP) and Perceived Smart Circularity Support (PSCS), and constructs a Structural Equation Model (SEM) based on 312 valid samples. The results show that among the 11 direct paths, 9 are fully supported, and 2 are marginally significant but not fully supported; after integrating the mediation path, 10 out of the 12 hypotheses are supported. Attitude (ATT), Subjective Norm (SN), Personal Norm (PN), and PSCS all exhibit significant positive path relationships with Behavioral Intention (BI), whereas the direct paths of Perceived Behavioral Control (PBC) and SEP are not fully supported. The mediation effect test reveals that Ascription of Responsibility (AR) forms a significant indirect association with BI through PN, with a standardized indirect effect of 0.033 (95% CI [0.006, 0.104], p = 0.006). The research indicates that perceived smart technology support can provide a supplementary perspective for explaining the adoption intention of Circular Packaging in high operational resistance contexts, and provides micro-level empirical evidence for the implementation of SDG 12 in end-logistics consumption scenarios. By identifying the critical pathways of technological empowerment and moral norm internalization, this study offers actionable insights for policymakers and practitioners to operationalize SDG Target 12.5, substantially reducing packaging waste through consumer-driven circularity.