作　　者： ; (胡左浩）;

机构地区： 北京理工大学管理与经济学院

出　　处： 《营销科学学报》 2022年第2期24-40,共17页

摘　　要： 包装作为消费者最先接触到的产品的部分,在产品销售中一直充当着无声售货员的角色。尤其在对环保产品的购买过程中,消费者对产品包装的第一印象会对其对产品的“绿色”程度的判断产生较大的影响。本文基于信息加工流畅性理论,通过三组实验探究了环保产品的包装特征(颜色、材质和有无环保声明)对消费者绿色购买意向的影响,以及在这一影响过程中绿色感知价值的中介作用和消费者环境认知的调节作用。实验结果表明,环保产品的包装特征会对消费者感知到的产品的绿色价值和购买意向产生显著影响。具体而言,绿色包装比红色包装、纤维包装比塑料包装、有环保声明的包装比无环保声明的包装更能使消费者感知到产品具有较高的绿色价值,从而产生较高的绿色购买意向。在这个过程中,消费者的环境认知会起到显著的调节作用。当消费者的环境认知较高时,这些包装特征的影响会更加明显;但是当消费者的环境认知较低时,这种影响会相对较弱甚至不存在。本研究结论对环保产品包装策略的绿色营销实践具有启示作用。 Packaging always plays a“silent”salesperson role in the sales process of products, especially environmental friendly products, the customer’s first impression of product packaging often determines the evaluations of the extent of the greenness of the products. Based on theories of processing fluency, this research argues that environmental friendly products’ packaging characteristics(color, material and with/without environmental claim) will influence consumer’s green purchase intention. This research presents three studies that supported the hypotheses and explore how environmental friendly products’ packaging characteristics influence consumer’s purchase intention, including the mediating role of perceived green value and the moderating role of consumer’s environmental cognition. The experimental results show that changing the packaging characteristics of environmental friendly products can make consumers perceive higher green value, improving their green purchase intention. Specifically, green color is better than red color, fiber material is better than plastic, and with green claims is better than without green claims. Meanwhile, the consumer’s environmental cognition also plays a significant moderating role. When the consumer’s environmental cognition is high, the impact of these packaging characteristics will be more obvious, but when the consumer’s environmental cognition is low, the impact will be relatively weak or even vanish. The research conclusions provides managerial instructions for package strategy of environmental friendly products in green marketing practice.

关 键 词： 包装特征 绿色感知价值 绿色购买意向 环境认知

领　　域： [环境科学与工程—环境科学] [经济管理—市场营销] [经济管理—产业经济]