Consumer Perception Towards Sustainable Packaging in E-Commerce Industry: A Factor Analytic Approach

Abstract

Sustainable packaging is an eco-friendly alternative to traditional plastic packaging that reduces carbon footprint and promotes human and ecological longevity. As the green supply chain concept gains popularity, companies worldwide are embracing sustainable and environmentally friendly packaging practices. According to the Sustainability Annual Trends report, e-commerce platforms are experiencing substantial growth and having an enormous environmental impact. The e-commerce industry's rapid expansion has significant environmental consequences because the majority of products sold on these platforms are packaged in harmful plastic materials that are detrimental to the ecosystem. The supply chain network's devastating effect on the environment has forced e-commerce companies to re-evaluate their strategies and adopt sustainable policies that prioritize eco-friendly packaging. As a result, e-commerce companies are seeking alternatives to traditional plastic packaging to minimize their environmental impact. This shift towards sustainable practices will help reduce the industry's negative environmental impact, which has been a significant concern in recent years. The objective of this study is to investigate consumer perceptions of sustainable packaging in e-commerce platforms. The study will use the Factor Analytic Approach to identify the critical factors that influence consumers' attitudes towards sustainable packaging. Additionally, this study will offer recommendations on sustainable packaging solutions that e-commerce companies can adopt to reduce their environmental impact. By analysing consumer perceptions of sustainable packaging, this study will help e-commerce companies understand the factors that affect their customers' decision-making processes when it comes to eco-friendly packaging. As a result, e-commerce companies can take steps to adopt sustainable packaging practices that align with consumer preferences, reduce their environmental footprint, and promote their brand's commitment to sustainability.