快递绿色包装消费者使用意愿及支付意愿研究  

Research on consumers’willingness to use and pay for express green packaging in express delivery

作　　者：贾亚娟 李怡培 兰雅丽 JIA Yajuan;LI Yipei;LAN Yali(School of Management,Xi'an University of Finance and Economics,Xi'an 710100,China)

机构地区：[1]西安财经大学管理学院,西安710100

出　　处：《干旱区资源与环境》2025年第1期27-37,共11页Journal of Arid Land Resources and Environment

基　　金：国家社会科学基金一般项目(22BGL025)资助。

摘　　要：快递包装绿色化对降低环境污染、减少资源浪费具有重要意义。文中基于858份微观调研数据,运用双栏模型探究后果意识、责任归属、环境态度对快递绿色包装消费者使用意愿及支付意愿的影响,进一步探究个人规范的中介效应和政策宣传的调节效应。结果表明:后果意识、责任归属、环境态度均显著正向影响快递绿色包装消费者使用意愿及支付意愿;个人规范在这三者与快递绿色包装消费者使用意愿及支付意愿之间存在部分中介效应;政策宣传在后果意识、责任归属与快递绿色包装消费者使用意愿及支付意愿的关系中发挥正向调节作用,在环境态度与快递绿色包装消费者使用意愿的关系中发挥正向调节效应。因此,制定科学合理的快递绿色包装价格、加强消费者素质教育、扩大政策宣传范围可以有效促进快递包装绿色化转型,推动生态文明建设。The green packaging in express delivery plays a significant role in reducing environmental pollution and conserving resources.Based on 858 micro-survey data,this study uses the double-hurdle-model(DHM)to explore the impact of consequence awareness,responsibility attribution,and environmental attitude on consumers'willingness to use and pay for express green packaging,and further explore the mediating effect of personal norms and the moderating effect of policy promotion.The results indicate that consequence awareness,responsibility attribution,and environmental attitude all significantly and positively influence the consumers'willingness to use and pay for express green packaging.Personal norms partially mediate the relationship between those three factors and consumers'willingness to use and pay for express green packaging.Policy promotion has a positively moderating effect on the relationship between consequence awareness,responsibility attribution,and consumers'willingness to use and pay for express green packaging,as well as on the relationship between environmental attitude and consumers'willingness to use express green packaging.Therefore,formulating scientific and reasonable express green packaging prices,strengthening consumer's quality education,and expanding the scope of policy promotion can effectively promote the transformation towards greener express packaging and contribute to ecological civilization construction.

关 键 词：快递绿色包装 消费者 使用意愿 支付意愿 双栏模型 

分 类 号：F713.55[经济管理—市场营销]