环保标识对消费者选择可循环使用快递包装的影响  

The Impact of Environmental Protection Labels on Consumers’ Choice of Recyclable Express Packaging

作　　者：黄鹏[1] 吴瑾[1] 鞠蓓 HUANG Peng;WU Jin;JU Bei(School of Business,Jiangsu University of Science and Technology,Zhangjiagang Jiangsu 215600,China)

机构地区：[1]江苏科技大学商学院

出　　处：《包装学报》2019年第4期62-67,共6页Packaging Journal

基　　金：国家自然科学基金资助项目（71303096）

摘　　要：为解决在推广可循环使用快递包装时,商家、消费者和快递公司因考虑成本因素,而导致选用可循环使用快递包装意愿不强的问题,将消费者对可循环利用快递包装的使用意愿作为切入点,采用结构方程模型的方式,以实验和问卷调查相结合的方法,分析消费者在无视觉刺激、弱视觉刺激和强视觉刺激3种条件下选择可循环使用快递包装意愿的差别。研究结果表明,在消费者对可循环使用快递包装的环保属性有充分感知的前提下,若可循环利用快递包装外印有显著的环保标识或标语,消费者将更加愿意使用可循环使用快递包装,而更高的环境关爱程度与环保卷入程度将会提高消费者的使用意愿。环保标识切实可以促进消费者选择可循环使用快递包装,同时在推广过程中也需注意增进消费者的环保卷入程度。In order to solve the problem of lack of willingness to actively choose recyclable express packaging for the consideration of the cost, the approaches to increasing consumers’ willingness to use recyclable express packaging were explored. Taking consumers’ willingness of using recyclable express packages as an entry point, the structural equation model and experiment and questionnaire were used to observe the differences in consumers’ willingness to choose recyclable express packaging without stimulation, weak stimulation and strong stimulation respectively. Finally, on the premise that consumers had a full awareness of the environmental protection attributes of recyclable express packaging, if significant environmental protection labels or slogans were printed on recyclable express packages, consumers would be more willing to use them, and a higher degree of environmental care and environmental involvement would increase the willingness to use recyclable express packaging. Environmental labeling could effectively encourage consumers to adopt recyclable express packaging, while attention should also be paid to enhance consumers’ environmental involvement in the promotion process.

关 键 词：可循环使用快递包装 环境关爱 卷入程度 

分 类 号：TB485.3[一般工业技术—包装工程]