Factors that influence consumer sustainable product packaging acceptance in e-commerce platform

Tan, Yi Zing (2022) Factors that influence consumer sustainable product packaging acceptance in e-commerce platform. Project Report. Melaka, Malaysia, Universiti Teknikal Malaysia Melaka. (Submitted)

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Abstract

In line with the Sustainable Development Goals (SDG), sustainable packaging is crucial for reducing environmental waste and preserving the environment. Nevertheless, the most generally recognized reasons for inhibiting the use of sustainable packaging are a lack of environmental knowledge, inconvenience with services, cost, and a lack of government and social media regulation. Current study aims to establish a model to understand the motivational drivers of sustainable packaging acceptance from the lens of the Theory of Consumption Value. For this quantitative investigation to address the affirmative hypotheses and the relationship between independent variables and dependent variable, survey questionnaire data were collected. Online shoppers in Malaysia's Johor and Melaka were given a total of 212 surveys using purposive and convenience sampling techniques. Researcher used a descriptive analysis, reliability analysis, correlation coefficients and multiple regression analysis by using SPSS version 26 to interpret. Findings from this study indicated that all five values have significant impact on consumer's sustainable packaging acceptance which are functional, social, emotional, epistemic, and conditional value. In conclusion, it can be said that users prioritize on functional value, and their level of acceptance towards sustainable packaging is moderate high based on all five hypotheses are accepted. These research findings contribute to the growing body of knowledge on the drivers that motivate consumers to shift from traditional packaging to sustainable packaging and long-term benefits of using sustainable packaging. It may change their habits in the direction of sustainability, like increasing favouring brands with a commitment to environmental sustainability and making sustainability an important purchase criterion for their purchases. Future researcher should be taken forward by undertaking further studies which include local culture as a moderating variable influencing customer acceptance or preference for sustainable packaging on e-commerce platforms.

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