The Influence of Beverage Green Packaging Design on Purchase Intention: Mediating Effect of Consumer Social Responsibility

The global wave of green consumption is undergoing, green packaging has become one core competitiveness of enterprises. Green packaging design can be important clues for consumers to perceive product information, which will affect consumers' purchase intention. The concept of green packaging design is developed into two dimensions, including green packaging material and green packaging mark. To explore how beverage green packaging design affects consumer purchase intention, consumer social responsibility is introduced as a mediator variable. Results show that not only beverage green packaging design as a whole but also the two dimensions of it, have significant impact on purchase intention. The mediating effects of consumer social responsibility are also significant, and purchase intention is also significantly affected by it. The results of this study not only refine the concept of green packaging design into two dimensions, but also explore the impact mechanism of green packaging design on consumer purchase intention. And suggestions for promoting green consumption are also proposed accordingly.