电子商务环境下食品包装要素对消费者健康感知的影响

The Impact of Food Packaging Elements on Perceived Healthiness in the E-Commerce Context

摘要: 随着生鲜电商与即时零售的蓬勃发展，消费者获取食品信息的渠道已从线下货架转移至数字终端。本综述探讨了电子商务环境下食品包装要素对消费者健康感知的影响。研究表明，除传统的颜色、形状、图片等物理包装元素外，数字界面中的视觉呈现(如缩略图清晰度、数字插画)、交互式信息展示(如数字助推)以及物流二次包装(如配送包装材质)均显著影响消费者的健康感知与购买决策。简洁的数字界面设计与特定的冷色调(如蓝、绿)依然与健康感知正相关，而电子商务特有的“触觉缺失”促使消费者更依赖视觉线索来推断食品的“自然性”与“健康度”。此外，数字环境下的警示标签与算法推荐(数字助推)能有效调节消费者的健康决策。未来研究应关注移动端购物情境下的生态效度，并深入探讨数字孪生包装与物流体验对健康感知的跨模态影响。

Abstract: With the rapid development of fresh food e-commerce and instant retail, consumers’ channels for obtaining food information have shifted from physical shelves to digital terminals. This review explores the influence of food packaging elements on consumer perceived healthiness in the e-commerce context. Research indicates that, in addition to traditional physical packaging elements such as color, shape, and imagery, digital presentation in the interface (e.g., thumbnail clarity, digital illustration), interactive information display (e.g., digital nudging), and secondary logistics packaging (e.g., delivery packaging materials) all significantly affect consumers’ health perceptions and purchasing decisions. Simple digital interface design and specific cool colors (e.g., blue, green) remain positively correlated with perceived healthiness. The “haptic deprivation” inherent in e-commerce compels consumers to rely more heavily on visual cues to infer the food’s “naturalness” and “healthiness”. Furthermore, warning labels and algorithmic recommendations (digital nudging) in the digital environment can effectively regulate consumers’ healthy choices. Future research should focus on the ecological validity in mobile shopping scenarios and delve into the multimodal impact of digital twin packaging and logistics experience on perceived healthiness.