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Assessing Consumer Preference for Overpackaging Solutions in E-Commerce

Author

Listed:
  • Guojie Xie

    (School of Management, Guangzhou University, Guangzhou 510006, China)

  • Lijuan Huang

    (School of Management, Guangzhou University, Guangzhou 510006, China)

  • Chrysostomos Apostolidis

    (Newcastle Business School, Northumbria University, Newcastle upon Tyne NE1 8ST, UK)

  • Zuqing Huang

    (School of Management, Guangzhou University, Guangzhou 510006, China)

  • Weiwei Cai

    (Graduate School, Northern Arizona University, Flagstaff, AZ 86011, USA)

  • Guokai Li

    (Department of Civil, Environmental and Architectural Engineering (DICEA), University of Padua, 35131 Padua, Italy)

Abstract

The emergence of e-commerce and express delivery services has significantly transformed business operations and consumer shopping experience. However, the resulting problem of packaging waste, particularly from overpackaging, poses serious challenges to environmental sustainability and human health. Existing research has proposed many solutions from various perspectives, but very few have considered the acceptability and consumer preference for these proposals. Using the value co-creation (VCC) theory, we established a research model to explore consumer preferences for e-commerce overpackaging solutions. A survey of 632 online consumers in Guangzhou and Shenzhen was conducted, and data were analyzed using the SmartPLS software. The results show that establishing a recycling system, government policy, and consumers’ environmental awareness have a significant positive impact on consumer preference, while combined packaging has a significant negative impact. We also found that government policy plays an intermediary role in establishing a recycling system and consumer preference. Based on these findings, we recommend that enterprises establish and improve their packaging recycling systems and that e-commerce platforms provide alternative options to combined packaging. Also, the government should play a guiding and coordinating role for enterprises and consumers, and environmental awareness among consumers should actively be promoted.

Suggested Citation

  • Guojie Xie & Lijuan Huang & Chrysostomos Apostolidis & Zuqing Huang & Weiwei Cai & Guokai Li, 2021. "Assessing Consumer Preference for Overpackaging Solutions in E-Commerce," IJERPH, MDPI, vol. 18(15), pages 1-21, July.
    • Handle: RePEc:gam:jijerp:v:18:y:2021:i:15:p:7951-:d:602759
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    References listed on IDEAS

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    Cited by:

    1. Nilashi, Mehrbakhsh & Abumalloh, Rabab Ali & Samad, Sarminah & Alrizq, Mesfer & Alyami, Sultan & Alghamdi, Abdullah, 2023. "Analysis of customers' satisfaction with baby products: The moderating role of brand image," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    2. Jose Alejandro Cano & Abraham Londoño-Pineda & Carolina Rodas, 2022. "Sustainable Logistics for E-Commerce: A Literature Review and Bibliometric Analysis," Sustainability, MDPI, vol. 14(19), pages 1-24, September.
    3. Sisi Wu & Xuan Gong & Yunfei Wang & Jian Cao, 2022. "Consumer Cognition and Management Perspective on Express Packaging Pollution," IJERPH, MDPI, vol. 19(8), pages 1-23, April.
    4. Rafael Villa & Marta Serrano & Tomás García & Gema González, 2023. "To Green or Not to Green: The E-Commerce-Delivery Question," Sustainability, MDPI, vol. 15(16), pages 1-21, August.
    5. Paulo Rita & Ricardo F. Ramos, 2022. "Global Research Trends in Consumer Behavior and Sustainability in E-Commerce: A Bibliometric Analysis of the Knowledge Structure," Sustainability, MDPI, vol. 14(15), pages 1-20, August.

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