How The Green Packaging Affects The Consumers' Purchase Intention

It is important to research the material and appearance of green express packaging itself,but how to make consumers better accept and turn consciousness into purchasing behavior,which reflects the importance of green packaging information presentation form to promote green product,but in the real complicated environment,green packaging information presentation(such as why type or how type description)how to influence consumers' willingness to purchase green products? How do these different forms of packaging slogans affect consumers' willingness to buy for themselves,for others,near future,and beyond? Reviewing relevant research at home and abroad,the current research on green packaging slogans has not focused on these issues.This study explores these issues from the perspective of information and psychological distance matching,and provides theoretical basis and data support for the design of green packaging slogans.This study explores the interaction between the presentation form of green packaging slogan(why type abstract propaganda or how type specific propaganda)and psychological distance(Experiment 1: social distance;experiment 2: time distance;Experiment 3: two-dimensional social and temporal distances)through three 2×2 intergroup experimental design.It is found that there is a matching effect between the presentation form of the green packaging slogan and the psychological distance: when the why type abstract description slogan match with the far psychological distance purchase behavior(such as for others or long-term purchase)or when the how type specifically describes the slogan match with the near psychological distance purchase behavior(such as for yourself or recent purchases),Consumers are more willing to purchase green products;instead,when the why type abstract description slogan match with the near psychological distance purchase behavior match or how type specific slogan match with the far psychological distance purchase behavior,Consumers are less willing to purchase green products.This research enriches the aspects not covered in the field of green packaging--the interaction between information presentation and psychological distance,application the construal level theory to the field of green packaging advertising,and found the matching effect of information and psychological distance,this provides a targeted design suggestion for merchants or marketers to develop green packaging advertisements.The promotion effect of package advertisements varies will be different according to factors such as buy for myself,others,recent and long-term,and should be based on the purchase target and time-space match with the packaging slogans.