【作者】 张立军；

【导师】 王毅；

【作者基本信息】 山东大学 ， 企业管理， 2018， 硕士

【摘要】 随着经济的发展、环保意识的提高,越来越多的企业开始既注重经济利益的取得,又注重承担节约资源能源、保护环境的社会责任。他们认识到可持续性是企业创新和成长的关键驱动力,可持续发展之路可以帮助自己取得长久稳定可持续的发展。绿色产品因在整个产品生命周期都尽量减少对自然环境的损害和对资源的浪费,且无污染、生态、健康深受消费者的喜爱。但绿色产品市场信息不对称:消费者无法掌握绿色产品的准确信息,企业没有对产品绿色信息及时传递。而包装做为产品信息载体,可以作为产品信息的传播者和讲诉者,也成为商家日益重视的营销武器,对于绿色产品来说更是如此。本研究试图通过调查企业为吸引消费者的购买而在产品包装采取的绿色线索传递实践中绿色产品标志和包装环保属性所起的作用,研究不同卷入程度情景和不同环境关爱情境下影响结果的变化并在此基础上研究其中的作用机制。目前大都从艺术设计角度研究包装,较少以消费者行为为研究对象。本研究在总结归纳相关文献的基础上,以线索利用理论为指导,将绿色产品标志和包装环保属性为自变量,购买意愿为因变量,实验一从健康角度出发引入卷入程度来验证卷入程度的调节作用,实验二从环境保护角度出发引入环境关爱作为调节变量,实验三以匹配度为中介变量研究产品是否含绿色标志及包装是否具有环保属性这两个要素对购买意愿的作用机制。本研究以碧根果为研究对象,利用实验法进行定量研究。通过实验设计收集一手数据,利用SPSS20.0对数据进行处理,验证相关假设。结果显示,绿色产品标志和包装环保属性均对消费者购买意愿具有显著正向影响,实验验证了卷入程度在绿色产品标志对购买意愿的影响中的调节作用,即独立可靠的绿色产品标志信息更易带来高产品卷入程度消费者购买意愿的提升。这是因为卷入程度高时,产品本质信息更能提升购买意愿;本研究也证明了环境关爱对包装环保属性和购买意愿关系的调节作用。对环境持关爱态度的消费者更愿意采取环境保护行动,购买具有环保线索的产品。而环境关爱程度高的消费者对直接的关爱环境的信息更易认同,因此具有环保属性的绿色包装直接显示了对环境的关爱信息,更能获得消费者青睐。本研究证明了包装线索对购买意愿影响的作用机制,即匹配度的中介作用。匹配度是绿色产品标志与购买意愿之间的完全中介,是包装环保属性与购买意愿之间的部分中介。本研究的实证分析结果,为致力于实施可持续战略并且提供绿色产品的企业成功引入绿色产品,提升消费者的购买意愿,提供了一些管理启示,为企业进行产品包装的设计时提供一定的理论上的支持和实践的借鉴。更多还原

【Abstract】 With the development of the economy and the improvement of the awareness of environmental protection,more and more enterprises have begun to pay attention to not only economic benefits but also the conservation of resources.They try their best to undertake the social responsibility to protect the environment.Many enterprises realize that sustainability is the key to innovation and growth,and they are on the way to sustainable development,to achieve long-term,stable and sustainable development.Green product were loved by consumers because they can not only minimize the damage to natural environment but reduce the waste of resources during the whole product life cycle.However,there is a serious information asymmetry in the green product market.Consumers lack the accurate cognition of green product,and there are some deficiencies in the product’s green information transmission.The package of product has become a carrier of product information,which can be used as the disseminator and the speaker of the product information.Enterprises take various methods to attract the attention of consumers in the market competition.To help their products stand out in the market,the package of product has become a marketing weapon.The purpose of this study is to investigate the role of the green product logo and the environmental protection property of packaging in the practice of green cue transmission in product packaging in order to increase purchase intention.We studied the effects of involvement scenarios and environment concern situations.We also want to know how they can improve the consumer’s purchase intention of the green product.The research of package is concentrated in the field of art and design,and few studies have been focused on the field of consumer behavior today.We use the cue utilization theory as a guide.We make the green food logo and packaging’s environmental protection property as independent variables,purchase intention as the dependent variable.We verify the moderating effect of degree of involvement from a health perspective in the first experiment,We verify the moderating effect of the environmental concern from the aspect of environmental protection in the second experiment,we verify the mediating effect of fit in the third experiment.A quantitative study was carried out by using the experiment method.We collected primary data,and we used SPSS20.0 to analysis data to verify the relevant assumptions.The results show that both green product logo and packaging’s environmental properties have significant positive effect on the purchase intention of consumer,we verify the degree of involvement has moderating effect on them.Green product logo’s information is independent and reliable,so they can be easier to bring high product involvement to enhance the consumer purchase intention.This is because the product essence information can enhance purchase intention when the involvement is high.This study also proves the moderating effect of environmental concern on green packaging and purchase intention.Consumers who take more attention to the environment are willing to take environmental protection actions and buy products with environmental clues.The green package shows the information about the concern of the environment directly,so they can catch consumers.This study demonstrated the mechanism of the impact of packaging clues on purchase intention.The degree of fit is the complete regulation between the green food logo and the purchase intention,and it is the partial regulation between the environmental protection property of the package and the purchase intention.Our result can help green product enterprises enhance the willingness of consumers to purchase and provide some management implications for them.We provide certain theoretical support and practical reference for enterprises on the design of the product packagings.更多还原