绿色包装消费者接受意愿影响机制研究.PDFVIP

包 装 工 程 第40 卷 第3 期 ·136 · PACKAGING ENGINEERING 2019 年2 月 （大连交通大学经济管理学院，大连 116028 ） 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。 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 F713.55 A 1001-3563(2019)03-0136-07 DOI 10.19554/j.cnki.1001-3563.2019.03.020 Influencing Mechanism of Public Acceptance Willingness on Green Packaging PAN Chi , GUO Zhi-da (School of Economics and Management, Dalian Jiaotong University, Dalian 116028, China) ABSTRACT: The work aims to explore how the psychological factors affect the publics 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 con- sequences and perceived behavior control. The usefulness and ease of use of green packaging, consumers awareness of environmental responsibility and ad