考虑溢出效应的再生塑料包装产品消费意愿的实证研究

An Empirical Study on Purchase Intention of Recycled Plastic Packaging Products Considering Spillover Effect

针对提升产品销售包装中再生塑料含量的现实问题,采用问卷调查方法对消费者的意愿展开实证分析。基于计划行为理论构建再生塑料包装产品的消费意愿回归概念模型,对609份有效问卷样本进行统计学检验,研究得到:影响不同类型再生塑料包装产品消费意愿的内部心理因素构成不同;再生塑料包装认可度、主观规范对不同类型再生塑料包装产品的消费意愿均有显著的正向影响;部分消费者在感知企业对再生塑料包装产品的宣传后才做出消费决策;消费者的消费行为和宣传感知能形成对其他销售再生塑料包装产品企业的溢出效应。最后针对企业和政府推动再生塑料包装实践提出管理和政策建议。

In view of the practical problem of increasing the recycled plastic content in sales packaging,a questionnaire survey is conducted to analyze consumers′purchase intention empirically.Based on the theory of planned behavior,the conceptual model of purchase intention of recycled plastic packaging products is constructed.Through a statistical test of 609 valid questionnaire samples,the results show that:(a)Internal psychological factor that affects the consumer’s purchase intention of different types of recycled plastic packaging products is structured differently.(b)The recognition of recycled plastic packaging and subjective norms have significant positive impacts on the purchase intention of different types of recycled plastic packaging products.(c)Part of consumers make purchase decisions only after they perceived the propaganda of recycled plastic packaging products.(d)Consumer′s purchase behavior and propaganda perception lead to spillover effect on other enterprises which also sell recycled plastic packaging products.Finally,the management and policy suggestions are put forward for enterprises and government to promote the practice of recycled plastic packaging.