食品包装材质对消费者绿色购买意愿影响的眼动研究

目的 探讨食品包装材质对消费者注意加工流程和绿色购买意愿影响的内在机制。方法 采用包装材质2(环保/普通)×食品类型2(实用品/享乐品)双因素实验设计，在货架购物场景下采用Tobii Glasses 2眼镜式眼动仪，采集被试者浏览货架不同食品时的眼动数据(平均注视时间、注视次数、热点图)，并结合行为数据综合分析。结果 在平均注视时间上，包装材质与食品类型的交互作用显著，注视次数交互作用不显著;环保材质包装的食品获得更多关注，被试者偏好于选择环保包装的享乐食品。结论 包装材质与食品类型共同影响消费者的视觉感知效果与加工过程，环保包装对青年消费者的绿色购买意愿有正向促进作用。

Eye Movement Study for the Influence of Food Packaging Materials on Consumers' Green Purchase Intention

The work aims to explore the internal mechanism for the influence of food packaging materials on consumers'' attention to processing and green purchase intention. A two-factor experimental design of 2 packaging materials (environmental protection and ordinary) × 2 types of food (utility food and hedonic food) was adopted. Under the simulated shelf shopping scene, Tobii Glasses2 eyewear eye tracker was used to collect the eye movement data (average fixation time, fixation count, hot spot map) of subjects when they browsed different types of food on the shelf. Then, combined with the behavioral data, the analysis was carried out. In terms of the average fixation time, the interaction between packaging materials and food types was significant, but the interaction in fixation count was not significant. The food packaged with environmental protection materials received more attention, and the subjects preferred to choose the hedonic food packaged with environmental protection materials. Packaging materials and food types jointly affect the consumers'' visual perception effect and the processing process, and environmental protection packaging has a positive effect on young consumers'' green purchase intention.