Yan Zhenshui, Wang Tianbo, Song Zizheng, Liu Jiarui, Lyu Wei
School of Economics and Management, Shenyang Aerospace University, Shenyang, China.
School of Economics and Management, Anhui Polytechnic University, Wuhu, China.
Front Psychol. 2025 Jul 22;16:1615315. doi: 10.3389/fpsyg.2025.1615315. eCollection 2025.
With the rapid development of e-commerce, packaging waste has surged, making green express packaging (GEP) a key component of sustainable logistics promotion. This study investigates the influence of product types (search goods vs. experienced goods), price sensitivity, and environmental awareness on consumers' willingness to pay for GEP. Data were collected through a combination of questionnaire surveys and eye-tracking experiments, and analyzed by SPSS 27.0. The results show that consumers with higher environmental awareness demonstrate a greater willingness to pay for GEP premiums, particularly when purchasing experienced products. However, price plays a significant restrictive role in the choice of green express. Eye-tracking data reveal that green express option attracts more visual attention than traditional one. Although higher premiums reduce willingness to pay, they do not diminish visual attention. E-commerce platforms and express delivery companies should consider product type, consumers' environmental awareness, and price sensitivity when formulating pricing strategies for green packaging to optimize consumers' willingness to pay.
随着电子商务的快速发展，包装废弃物激增，使得绿色快递包装成为促进可持续物流的关键组成部分。本研究调查了产品类型（搜索品与体验品）、价格敏感度和环境意识对消费者为绿色快递包装支付意愿的影响。通过问卷调查和眼动追踪实验相结合的方式收集数据，并使用SPSS 27.0进行分析。结果表明，环境意识较高的消费者更愿意为绿色快递包装支付溢价，尤其是在购买体验产品时。然而，价格在绿色快递的选择中起着显著的限制作用。眼动追踪数据显示，绿色快递选项比传统选项更能吸引视觉关注。尽管较高的溢价会降低支付意愿，但并不会减少视觉关注。电子商务平台和快递公司在制定绿色包装定价策略时，应考虑产品类型、消费者的环境意识和价格敏感度，以优化消费者的支付意愿。
