| dc.description.abstract | This paper uses Coca-Cola's "labelless bottle," launched in 2023, as a case study to explore the
mechanisms by which green packaging influences consumer brand attitudes and purchasing behavior. Based
on the stimulus-organism-response (S-O-R) model and the theory of planned behavior (TPB), a multivariate
mediation-moderation model was constructed, encompassing green packaging, brand attitudes, brand identity
perceptions, environmental awareness, and purchase intention. A questionnaire survey collected 360 valid data
points, and structural equation modeling (SEM) was employed for hypothesis testing.
The research results show:
1. Green packaging significantly improves consumers' brand attitude (β = 0.428, p < 0.001) and brand identity
perception (β = 0.386, p < 0.001);
2. Brand attitude and brand identity perception both have a significant positive impact on purchase intention
(β = 0.483 and 0.312, p < 0.001), partially mediating the relationship between green packaging and purchase
intention;
3. Environmental awareness significantly moderates the impact of green packaging on brand attitude and
purchase intention, with the positive effect of green packaging being more pronounced among those with high
environmental awareness.
This study's theoretical contribution extends the application of the S-O-R and TPB models to the field of green
consumption, introducing the variables of brand identity perception and environmental awareness to enhance
the model's explanatory power. Practically, it provides specific recommendations for companies regarding
green packaging strategies, including strengthening brand identity design, differentiated environmental
communication, and avoiding the risk of "greenwashing." Finally, this study points out limitations in sample
representativeness and cross-sectional data. Future cross-cultural, cross-industry, and longitudinal studies are
recommended to further validate the universality and dynamic nature of the findings. | en_US |
