新消费引导下绿色包装接受意愿的影响研究

Research of Public Acceptance Willingness on Green Packaging Based on the Perspective of New Consumption

绿色消费作为“新消费”的重要一环,提倡健康、合理、绿色有机的消费方式,逐渐成为人们接受的消费观念。消费者逐渐转向绿色消费主义,绿色与包装结合是一种新的趋势。文中基于线索理论,以感知价值和感知信任为中介变量,政策干预为调节变量,构建相关研究模型,探讨外部线索对消费者购买绿色包装产品的影响。研究结果表明:外部线索对感知价值和感知信任具有正向影响,其中价格显著影响感知价值,绿色认证显著影响感知信任,感知价值和感知信任对绿色包装接受意愿具有正向影响,并在外部线索和绿色包装接受意愿之间起着中介作用。政策干预正向调节外部线索与绿色包装接受意愿之间的关系。最后,根据研究结果提出相应的绿色营销建议与政策干预策略。

Green consumption is an integral part of new consumption which emphasizes ecological sustainability.The concept of green consumption has gradually been accepted by people.Consumers gradually turn to green consumerism,and the combination of green and packaging is a new trend.Based on the Cues Theory,with the perceived value and perceived trust as the mediating variable,and the policy intervention as the moderate variable,this paper constructs a theoretical model for the effect of the external cues on green packing intention.The results are as follows:external cues have a positive effect on the perceived value and perceived trust,thereinto,price affects perceived and green certifications affect perceived trust.Perceived value and perceived trust which have a positive effect on green packing intention and play a mediating role between external cues and green packing intention;policy intervention positively moderates the relationship between external cues and green packing intention.Finally,according to the research findings we put forward the corresponding suggestions of green marketing and strategies of policy intervention.