What makes me look greener? Effect of packaging characteristics of green products on green purchase intention

• Main Authors: MA XIAOYU, 馬曉宇
• Other Authors: Colin C. J. Cheng
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/ae4243

碩士 === 國立臺北大學 === 企業管理學系 === 107 === Packaging always plays a silent salesperson role in the sales of products in the first contact, especially green products, the customers first impression of product packaging often determines the evaluations of greenness of products. Drawing on theories of processing fluency, the authors argue that green products packaging characteristics （color, material and environmental labeling） will impact on green purchase intention. They present three studies that support the hypotheses and explore how green products packaging characteristics influence consumer’s purchase intention, including the mediating role of green perceived value and moderating role of environmental cognition. The experimental results show that green product packaging characteristics can make consumers perceive higher green value, improving their green purchase intention. To specific, green color is better than red, fiber material is better than plastic, and green claims is better than no green claims. Meanwhile, the consumers environmental cognition also plays a significant moderation role. When the consumers environmental cognition is high, the impact of these packaging characteristics will be more obvious, but when the consumers environmental cognition is low, the impact will be weakened or even vanished. The authors conclude the article with managerial and public policy implications such as advice for firms on where to make green investments for maximum consumer impact and insight for public policy makers on the need for consumer assistance in improving environmental cognition.