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消费者愿意在电子商务中支付绿色快递包装费用:一个眼睛追踪实验分析

Zhenshui Yan¹, Tianbo Wang¹, Zizheng Song¹

¹School of Economics and Management, Shenyang Aerospace University, Shenyang, China.

Frontiers in psychology

|August 6, 2025

概括

消费者更愿意为具有更高环境意识的绿色快递包装 (GEP) 支付费用,特别是对于经验丰富的商品. 然而,价格仍然是一个障碍,尽管绿色包装仍然吸引了视觉的注意.

科学领域:

物流和供应链管理的物流和供应链管理.
消费者行为消费者行为
环境经济学环境经济学

背景情况:

电子商务的增长导致了包装废物的增加.
绿色快递包装 (GEP) 对可持续物流至关重要.
了解消费者支付意愿 (WTP) 对于GEP至关重要.

研究的目的:

调查影响消费者GEP的WTP的因素.
分析产品类型,价格敏感性和环境意识对GEP采用的影响.
探索视觉注意力在GEP选择中的作用.

主要方法:

结合了问卷调查和眼睛追踪实验.
使用SPSS 27.0.0.的统计分析.
研究了消费者对可持续包装选择的行为.

主要成果:

更高的环境意识增加了GEP的WTP,特别是对于经验丰富的商品.
价格敏感性显著限制了绿色快递选项的采用.
眼睛追踪数据显示,GEP比传统包装吸引了更多的视觉关注,无论价格溢价如何.

结论:

电子商务平台和交付服务应该根据GEP定价策略进行定制.
考虑产品类型,环境意识和价格敏感性是优化GEP采用的关键.
尽管存在价格问题,GEP可以通过视觉吸引力提高品牌形象和消费者参与度.

关键词:

提高环境意识提高环境意识眼睛跟踪实验的实验绿色快递包装绿色快递包装价格灵敏度是指价格的灵敏度.他们愿意付出代价.

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