食品过度包装对消费者排斥的影响机制分析

The Influence Mechanism of Food Over-packaging for Consumer Exclusion

食品过度包装会造成严重的资源浪费和环境污染问题,并给城市管理和消费者福利造成损害。现有关于食品过度包装的研究主要关注食品过度包装现象的形成原因、危害和防治,消费者对过度包装食品的态度究竟如何目前尚无定论。本研究将食品过度包装分为数量导向型和美观导向型两类,通过实验研究发现,消费者排斥过度包装食品。其中,相对于美观导向型过度包装食品,数量导向型过度包装食品会导致更多的生态消耗型减损,并因此引发消费者排斥。另外,生态消耗型减损的中介作用受到感知资源稀缺性的调节。相对于数量导向型过度包装食品,美观导向型过度包装食品会导致更多的美观消耗型减损,并因此引发消费者排斥。本文丰富了过度包装的理论研究,研究结论为食品企业的包装营销提供了理论依据。

Food Over-packaging not only causes serious waste of resources and environmental pollution,but also affects urban management and damages consumer welfare.However prior research about food over-packaging mainly focuses on the causes,harms,prevention and control.The research on consumers’attitudes towards over-packaged foods is rare and inconclusive.The current work argues that food over-packaging can be categorized into two categories:quantity-oriented and aesthetic-oriented.Through experimental research,this work shows that consumers exclude over-packaged food.The quantity-oriented(vs.aesthetic-oriented)over-packaged food leads to more concern of environmental destruction,and consequently leads to consumer exclusion.And the mediating effect of concern of environmental destruction is moderated by the perceived resource scarcity.The aesthetic-oriented(vs.quantity-oriented)over-packaged food leads to more concern of aesthetic destruction,and consequently leads to consumer exclusion.This paper enriches the theoretical of over-packaging,and the conclusions provide a theoretical basis for packaging marketing of food company,which has practical significance.