Study on customers' perception and preference towards sustainable packaging in E-commerce

Abstract

The rapid growth of e-commerce has revolutionized the shopping world, tremendously influencing consumer behavior and supply chain relationships. However, this growth has a huge environmental cost, especially with the rise in packaging waste. This study investigates consumers' perceptions and decisions on sustainable packaging in the context of e-commerce, an industry known for its excessive use of packaging materials. The research aims to measure the awareness, attitude, and behavioral intentions of consumers regarding sustainable packaging practices that are adopted by online retailers. The research begins with an exploration of the concept of sustainability and its relevance to packaging, followed by a literature review that focuses on the environmental impacts of conventional packaging and the emergence of sustainable practices. It points out products such as bioplastic packaging, paper- based packaging, and reusable packing materials, as well as their seemingly positive attributes and limitations from the consumer's view. Survey questionnaires were used to gather primary data targeting online consumers of different demographics.