How Eco-Designed Retail Packaging Shapes Purchase Intention: Exploring the Mediating Role of Green Perceived Value

Growing environmental concerns and regulatory pressures are prompting firms to re-examine packaging design to advance sustainability. Focusing on eco-designed retail packaging in the new-style milk tea industry, this study investigates how specific attributes of eco-designed retail packaging influence consumers’ purchase intention. Data were collected from 425 university students in Wuhan. We measured eco-designed retail packaging (ECRP) with a six-dimension scale (functional, aesthetic, eco-materials, eco-information, eco-production, and innovation) and tested the mediating role of green perceived value (GPV) using structural equation modeling (SEM). Results show differentiated effects of ECRP dimensions on GPV and purchase intention. Functional design and clear eco-information increase both GPV and purchase intention, whereas using eco-materials while directly raising purchase intention reduces GPV. Aesthetics and innovation mainly operate through direct enhancement of purchase intention rather than via GPV. GPV mediates part of the effects of functional attributes, eco-materials, and eco-information on purchase intention. The findings imply that optimizing functionality, information clarity, and material choices in eco-designed retail packaging can simultaneously elevate GPV and purchase intention. As green packaging becomes an industry imperative, this study provides theoretical and practical guidance for sustainable packaging innovation and green industry development.