Research On The Influence Of Green Packaging On Consumers’ Purchase Intention

As the rapid development of China’s e-commerce and express business,excessive packaging may lead to a waste of resources and environmental pollution.Chinese companies began to pay attention to sustainability and explore green packaging.However,the directions of exploration are relatively broad because of lack of understanding of consumer feedback and demand.Therefore,green packaging researches need to be further improved.This paper selects J enterprise,which has actively paid attention to green packaging and taken related actions in recent years,and explores the Influence of green packaging on purchase intention from factors that consumers are concerned about to promote the development of green packaging and the implementation of sustainable strategy in J enterprise,and thus contributes to achieve China’s carbon peaking and carbon neutrality goals.Based on the background of J enterprise,this paper combines text mining and questionnaires to complete a study on the Influence of green packaging on consumers’ purchase intention,and finally propose green packaging suggestions for J enterprise to better improvement and management.Firstly,this paper introduces the actual situation and analyzes the existing problems of green packaging in J enterprise based on the LDA Model for thematic clustering of J enterprise’s review data on e-commerce platform.Secondly,based on the data of J enterprise on e-commerce platform,this paper further investigates the impact of J enterprise’s green packaging-related reviews on consumers’ perceived value.With text length,sentiment,etc.as independent variables and perceived value as dependent variables,the regression analysis based on Zero-Inflated Model was conducted that sentiment and text length of green packaging-related reviews of J enterprise positively affect perceived value.Thirdly,this paper investigates the Influence of green packaging on consumers’ purchase intention of J enterprises.Based on External Cues,SOR Model and previous green packaging-related studies,this paper constructs the model of the Influence of green packaging on consumers’ purchase intention and proposes research hypotheses.The independent variables involved in the model are green packaging related reviews of J enterprise,green packaging image,green packaging certification and price.The mediating variable is perceived value,and the moderating variable is environmental care.Among them,the variables of green packaging related reviews of J enterprise and perceived value were selected based on the findings of the regression analysis based on Zero-Inflated Model.This paper collects data through questionnaires.After analyzing the reliability and validity,ten hypotheses are tested by SPSS and AMOS.The results show that:(1)Green packaging related reviews of J enterprise,green packaging image,green packaging certification,price and perceived value positively affect consumers’ purchase intention.(2)Perceived value plays a mediating role.Specifically,green packaging related reviews of J enterprise,green packaging image and green packaging certification all positively affect consumers’ purchase intention through perceived value.(3)Environmental care plays a moderating role both on the relationship between green packaging certification and consumers’ purchase intention and on the relationship between price and consumers’ purchase intention.Finally,based on the results obtained from text mining and questionnaires,this paper proposes suggestions for the green packaging in J enterprise.The research results will help the development of green packaging in J enterprise.