Research On The Influence Of Green Product Logo,Packaging's Environmental Protection Property On The Purchase Intention Of Green Product

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.