ORIGINAL RESEARCH article
Front. Psychol.
Sec. Environmental Psychology
Volume 16 - 2025 | doi: 10.3389/fpsyg.2025.1615315
Consumer Willingness to Pay for Green Express Packaging in E-commerce: An Eye-Tracking Experiment Analysis
Provisionally accepted
- 1Shenyang Aerospace University, Shenyang, China
- 2Anhui Polytechnic University, Wuhu, Anhui Province, China
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With the rapid development of e-commerce, packaging waste has surged, making green express packaging (GEP) as 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 eyetracking 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. Eyetracking 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.
Keywords: Green Express Packaging, Willingness to pay, eye-tracking experiment, Price sensitivity, environmental awareness
Received: 21 Apr 2025; Accepted: 08 Jul 2025.
Copyright: © 2025 Yan, Wang, Song, Liu and Lyu. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
* Correspondence: Tianbo Wang, Shenyang Aerospace University, Shenyang, China
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