文章摘要
潘驰,郭志达.绿色包装的消费者接受意愿影响机制研究[J].包装工程,2019,40(3):136-142.
PAN Chi,GUO Zhi-da.Influencing Mechanism of Public Acceptance Willingness on Green Packaging.Packaging Engineering,2019,40(3):136-142.
绿色包装的消费者接受意愿影响机制研究
Influencing Mechanism of Public Acceptance Willingness on Green Packaging
投稿时间:2018-10-08  修订日期:2019-02-10
DOI:10.19554/j.cnki.1001-3563.2019.03.020
中文关键词: 消费者接受意愿  绿色包装  计划行为理论  技术接受模型  规范激活理论  结构方程模型
英文关键词: public acceptance willingness  green packaging  TPB  TAM  NAM  SEM
基金项目:教育部人文社会科学研究青年基金(15YJC630095)
作者单位
潘驰 大连交通大学 经济管理学院大连 116028 
郭志达 大连交通大学 经济管理学院大连 116028 
摘要点击次数: 136
全文下载次数: 159
中文摘要:
      目的 探索心理因素如何影响消费者对绿色包装的接受意愿。方法 首先,参考计划行为理论构建绿色包装的消费者接受意愿模型,然后依据模型假设开发调查问卷,并展开调查,最后对调查所得的417份有效调查问卷进行信度、效度检验,并用AMOS 17.0软件对样本数据和假设模型进行结构方程模型拟合检验。结果 消费者对绿色包装的感知有用性、知觉行为控制和环保责任意识对消费者接受意愿有显著影响;绿色包装的感知易用性、消费者对环保的后果意识以及知觉行为控制三者之间相互影响显著。结论 绿色包装的有用性、易用性,消费者的环保责任意识以及充分的宣传教育是提升消费者接受意愿的关键。
英文摘要:
      The work aims to explore how the psychological factors affect the public's willingness to accept green packaging. First, the public acceptance model of green packaging was constructed with reference to TPB theory, and then the questionnaire was prepared according to the model hypothesis for survey. Finally, the reliability and validity of the 417 questionnaires were analyzed. AMOS17.0 software was used to fit the sample data and the hypothetical model with the structural equation model. The consumers' perceived usefulness to green packaging, perception behavior control and environmental responsibility awareness were of a significant impact on the public acceptance of green packaging. There was a significant interaction between the three aspects of perceived ease of use, public awareness of environmental consequences and perceived behavior control. The usefulness and ease of use of green packaging, consumers' awareness of environmental responsibility and adequate publicity and education are the keys to enhance consumers' acceptance.
查看全文   查看/发表评论  下载PDF阅读器
关闭

关于我们 | 联系我们 | 投诉建议 | 隐私保护 | 用户协议

您是第6329257位访问者    渝ICP备10003521号-2

版权所有:《包装工程》编辑部 2014 All Rights Reserved

邮编: 电话:023-68792294传真: Email:

    

渝公网安备 50010702501716号