青年大学生生态环境素养对农产品包装设计的影响机制——以果汁饮料为例  

Influence Mechanism of Ecological Environment Attainmenton Packaging Design of Commercial Agricultural Products

作　　者：仲新月 刘二安 王文棣 ZHONG Xinyue;LIU Er’an;WANG Wendi(College of Management,Gansu Agricultural University,Lanzhou 730000,China)

机构地区：[1]甘肃农业大学管理学院,兰州730070

出　　处：《科技和产业》2025年第4期157-164,共8页Science Technology and Industry

基　　金：国家社会科学基金一般项目(22BKS161)。

摘　　要：基于生态环境素养与产品包装设计的相关理论,对于果汁饮料的产品包装设计的现状与影响因素进行调查研究,分析了消费者的生态环境素养对于消费行为的作用影响。数据来源于“陕西省高校学生饮料消费与互联网的问卷调查”,通过问卷数据的分析后发现:企业所采取的适度且有创意的包装策略对于果汁饮料的销售具有促进的积极意义;性别因素、城乡差异、消费观念、消费心理以及广告内容等因素的不同都对产品的包装策略效果有不同的影响;绿色环保主义的消费观念对于产品包装设计有积极的引导作用。Based on the relevant theories of product packaging design and ecological environmental literacy,the current situation and influencing factors of product packaging design of fruit juice drinks were investigated and studied,and the impact of consumers’ecological environmental literacy on consumption behavior was analyzed.It is found that the enterprise has taken moderately and creative packaging strategy for fruit juice beverage sales has positive significance in promoting.Different factors,such as gender,urban-rural difference,consumption concept,consumer psychology and advertising content,all have different effects on product packaging strategy.The consumption concept of green environmentalism has a positive guiding effect on product packaging design.

关 键 词：包装设计 生态环境素养 果汁饮料 消费者购买 

分 类 号：F063.2[经济管理—政治经济学]