| 摘要: |
| 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。 |
| 关键词: 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 |
| DOI：10.19554/j.cnki.1001-3563.2019.03.020 |
| 分类号:F713.55 |
| 基金项目:教育部人文社会科学研究青年基金（15YJC630095） |
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| Influencing Mechanism of Public Acceptance Willingness on Green Packaging |
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PAN Chi, GUO Zhi-da
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School of Economics and Management, Dalian Jiaotong University, Dalian 116028, China
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| Abstract: |
| The work aims to explore how the psychological factors affect the public's 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 consequences and perceived behavior control. The usefulness and ease of use of green packaging, consumers' awareness of environmental responsibility and adequate publicity and education are the keys to enhance consumers' acceptance. |
| Key words: public acceptance willingness green packaging TPB TAM NAM SEM |
