Influence Of Regional Cultural Elements On Acceptance Intention Of Agricultural Product Packaging

With the deepening of the national rural revitalization strategy,agricultural products economy also ushered in new development opportunities.As one of the carriers to improve the added value of agricultural products,packaging carries many functions,such as conveying information,beautifying products and exporting culture.It is a bridge and link for consumers to understand the information related to agricultural products and has extremely far-reaching significance for the dissemination and promotion of agricultural products.Regional culture,as a common design element in packaging of agricultural products,can not only highlight the features and functions of agricultural products,but also inject fresh cultural charm into agricultural products and enhance the competitiveness of agricultural products.Designing the packaging of agricultural products that are easy for consumers to accept can effectively stimulate and guide consumers to have a strong interest in agricultural products and then trigger the purchase impulse.From the perspective of consumers’ willingness to accept,it is particularly important to strengthen the research on regional culture in the packaging of agricultural products and find out which factors will have an important impact on consumers’ acceptance.The main purpose of this paper is to explore the influence mechanism of regional culture on consumers’ willingness to accept in the packaging design of agricultural products,so as to further optimize and improve the packaging design method of agricultural products and achieve the important role of improving the satisfaction of consumers in the packaging of agricultural products.Firstly,the influence factors of regional culture on consumer acceptance intention in packaging design of agricultural products were obtained by qualitative research method and a hypothesis model was established.Secondly,four dimensions affecting consumers’ willingness to accept are sorted out to construct Likert scale to investigate the target population.Finally,SPSS software was used for factor analysis and correlation analysis of valid data of the questionnaire.The results show that the four influential factors of regional culture(sense of identity,belonging,visual color,cultural symbol)all have an impact on consumers’ acceptance intention,among which the cultural symbol dimension has the strongest impact on consumers’ acceptance intention,and cultural symbol has a strong positive impact on the three dimensions of sense of identity,belonging and visual color.According to the experimental results,it is concluded that enhancing the influence of cultural symbols is an important means for the packaging design of agricultural products,and the specific implementation strategies for enhancing the influence of cultural symbols are proposed,which will play an effective guiding role for the packaging design practice of agricultural products in the future.