To explore how consumers' willingness to use green express packaging is affected by internal and external stimuli,this study adopts the Stimulus-Organism-Response(S-O-R)model as the main framework and integrates key variables from the Theory of Planned Behavior(TPB)and customer satisfaction models.It in-vestigates the impact of internal and external stimuli related to green express packaging on consumers' internal states and their subsequent behavioral intentions.A structural equation model was used to empirically test and analyze 741 valid responses collected from an online questionnaire survey.The results indicate that consum-ers' willingness to use green express packaging is significantly positively influenced by attitudes and perceived behavioral control.Internal stimuli(perceived value and perceived quality)and external stimuli(subjective norms,media promotion,and convenience)positively affect consumers' attitudes and perceived behavioral control towards the use of green express packaging.Therefore,to enhance the willingness to use green express packaging,it is necessary to increase the promotion of green express packaging,guide consumers to form posi-tive attitudes,and strengthen the practical functions of green express packaging,thereby helping consumers to enhance their confidence in behavioral control.
green express packagingS-O-R modelbehavioral intentionsusage willingness
NETL
NSTL
万方数据
