The work aims to explore the consumption characteristics of the "Generation Z" consumer group, rank the needs of agricultural product packaging in structural design, visual design, and brand culture, and provide accurate strategies for agricultural product packaging design. The KJ method was used to obtain the influencing factors of agricultural product design, and the fuzzy Kano model was adopted to calculate the importance of the influencing factors of agricultural product packaging design from the perspective of Generation Z from a multidimensional perspective. A total of 363 valid questionnaires were collected, with a mean Better coefficient of 0.55 and a mean Worse coefficient of –0.42. Among the influencing factors of agricultural product packaging design, the brand cultural identity (Better=0.72, Worse=–0.37) belonged to the charm attribute, the portability (Better=0.66, Worse=–0.42) and the difference (Better=0.87, Worse=–0.69) of packaging design structure, as well as the appearance value (Better=0.64, Worse=–0.42) of visual design belonged to the expected attribute. The brand positioning (Better=0.47, Worse=–0.60) and the brand personality (Better=0.50, Worse=–0.66) in brand design were essential attributes, while the sense of technology (Better=0.32, Worse=–0.11), celebration (Better=0.32, Worse=–0.23), and intuition (Better=0.49, Worse=–0.30) belonged to the attribute of undifferentiated needs. The main influencing factors of agricultural product packaging design from the consumption perspective of "Generation Z" are involved in three aspects:packaging structure design, packaging visual design, and packaging brand cultural design and the importance of different design influencing factors varies. The cultural output of agricultural product packaging design is the core of the design process, and the high-quality and personalized design is also an important tool to conquer consumers of Generation Z.