消费者对环保包装的态度研究 -市场营销专业

摘要

随着全球环境问题日益严峻，包装废弃物对环境造成的压力不断增大，在此背景下探究消费者对环保包装的态度具有重要的现实意义。本研究旨在深入了解消费者对环保包装的态度及其影响因素，为推动环保包装的应用提供理论依据。采用问卷调查法与访谈法相结合的方式收集数据，共获取有效样本1200份，并运用SPSS软件进行数据分析。研究发现，大多数消费者认可环保包装的重要性，但其购买意愿受多种因素制约，如价格、便利性等。不同年龄、性别、收入水平的消费者对环保包装的态度存在显著差异，年轻群体和高收入群体更倾向于接受环保包装。此外，消费者对环保包装的认知程度较低，缺乏相关知识是阻碍其选择环保包装的重要原因。本研究创新地将消费者态度细分为认知、情感和行为意向三个维度进行分析，且深入探讨了社会人口学变量对消费者态度的影响机制，为后续研究提供了新的视角，也为企业推广环保包装产品提出了针对性建议，有助于提高消费者的接受度，促进可持续消费理念的传播与发展。

关键词：环保包装消费者态度影响因素

Abstract

As global environmental issues become increasingly severe, the pressure exerted by packaging waste on the environment continues to grow. Against this backdrop, investigating consumers' attitudes toward eco-friendly packaging holds significant practical implications. This study aims to gain an in-depth understanding of consumers' attitudes towards eco-friendly packaging and the factors influencing these attitudes, thereby providing theoretical support for promoting the application of eco-friendly packaging. Data were collected through a combination of questionnaire surveys and interviews, yielding 1200 valid samples, which were subsequently analyzed using SPSS software. The findings indicate that while most consumers acknowledge the importance of eco-friendly packaging, their purchasing intentions are constrained by multiple factors such as price and convenience. Significant differences exist in attitudes towards eco-friendly packaging among consumers of different ages, genders, and income levels, with younger and higher-income groups showing a greater inclination towards accepting eco-friendly packaging. Moreover, consumers generally have a low level of awareness regarding eco-friendly packaging, and the lack of relevant knowledge is a critical barrier to choosing eco-friendly packaging. Innovatively, this study divides consumers' attitudes into three dimensions—cognition, emotion, and behavioral intention—for analysis and delves into the impact mechanisms of sociodemographic variables on consumers' attitudes. This approach offers new perspectives for future research and provides targeted recommendations for enterprises promoting eco-friendly packaging products, which can enhance consumer acceptance and facilitate the dissemination and development of sustainable consumption concepts.

Keyword:Environmental Packaging Consumer Attitude Influencing Factors

1绪论 1

1.1研究背景与意义 1

1.2国内外研究现状 1

1.3研究方法与技术路线 1

2消费者环保意识与包装认知 2

2.1环保意识对包装态度的影响 2

2.2消费者对环保包装的认知水平 3

2.3环保包装信息的传播效果 3

3环保包装的消费决策因素 4

3.1价格因素对购买意愿的影响 4

3.2包装功能与美观性的权衡 5