IDEAS home Printed from https://ideas.repec.org/a/gam/jijerp/v18y2021i15p7951-d602759.html
   My bibliography  Save this article

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
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/1660-4601/18/15/7951/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/1660-4601/18/15/7951/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Elisa Monnot & Fanny Reniou & Béatrice Parguel & Leila Elgaaied-Gambier, 2019. "“Thinking Outside the Packaging Box”: Should Brands Consider Store Shelf Context When Eliminating Overpackaging?," Journal of Business Ethics, Springer, vol. 154(2), pages 355-370, January.
    2. Yu-Shan Chen & Shu-Tzu Hung & Ting-Yu Wang & A-Fen Huang & Yen-Wen Liao, 2017. "The Influence of Excessive Product Packaging on Green Brand Attachment: The Mediation Roles of Green Brand Attitude and Green Brand Image," Sustainability, MDPI, vol. 9(4), pages 1-15, April.
    3. Elgaaied-Gambier, Leila & Monnot, Elisa & Reniou, Fanny, 2018. "Using descriptive norm appeals effectively to promote green behavior," Journal of Business Research, Elsevier, vol. 82(C), pages 179-191.
    4. Jui-Che Tu & Ya-Wen Tu & Tai-Ran Wang, 2018. "An Investigation of the Effects of Infographics and Green Messages on the Environmental Attitudes of Taiwanese Online Shoppers," Sustainability, MDPI, vol. 10(11), pages 1-19, November.
    5. Lijuan Huang & Guojie Xie & John Blenkinsopp & Raoyi Huang & Hou Bin, 2020. "Crowdsourcing for Sustainable Urban Logistics: Exploring the Factors Influencing Crowd Workers’ Participative Behavior," Sustainability, MDPI, vol. 12(8), pages 1-20, April.
    6. Joseph F. Hair & Christian M. Ringle & Siegfried P. Gudergan & Andreas Fischer & Christian Nitzl & Con Menictas, 2019. "Partial least squares structural equation modeling-based discrete choice modeling: an illustration in modeling retailer choice," Business Research, Springer;German Academic Association for Business Research, vol. 12(1), pages 115-142, April.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    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.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Korhonen, J. & Koskivaara, A. & Toppinen, A., 2020. "Riding a Trojan horse? Future pathways of the fiber-based packaging industry in the bioeconomy," Forest Policy and Economics, Elsevier, vol. 110(C).
    2. Pieper, Nadine & Woisetschläger, David M., 2024. "Customer misbehavior in access-based mobility services: An examination of prevention strategies," Journal of Business Research, Elsevier, vol. 171(C).
    3. Chen, Xia & Miraz, Mahadi Hasan & Gazi, Md. Abu Issa & Rahaman, Md. Atikur & Habib, Md. Mamun & Hossain, Abu Ishaque, 2022. "Factors affecting cryptocurrency adoption in digital business transactions: The mediating role of customer satisfaction," Technology in Society, Elsevier, vol. 70(C).
    4. Salgado, Stéphane & Hemonnet-Goujot, Aurelie & Henard, David H. & de Barnier, Virginie, 2020. "The dynamics of innovation contest experience: An integrated framework from the customer’s perspective," Journal of Business Research, Elsevier, vol. 117(C), pages 29-43.
    5. Muhammad Zubair Alam & Shazia Kousar & Muhammad Rizwan Ullah & Amber Pervaiz, 2022. "How creative destruction functions in corporate entrepreneurial process: an empirical investigation of Schumpeterian concept in engineering firm settings in Pakistan," Journal of Innovation and Entrepreneurship, Springer, vol. 11(1), pages 1-15, December.
    6. Yi He & Qianqian Xu & Da Zhao, 2020. "Impacts of the BOPS Option on Sustainable Retailing," Sustainability, MDPI, vol. 12(20), pages 1-16, October.
    7. Yiming Shao & Zhugen Wang & Zhiwei Zhou & Haojing Chen & Yuanlong Cui & Zhenghuan Zhou, 2022. "Determinants Affecting Public Intention to Use Micro-Vertical Farming: A Survey Investigation," Sustainability, MDPI, vol. 14(15), pages 1-26, July.
    8. Said Yousef Dwikat & Darwina Arshad & Mohd Noor Mohd Shariff, 2023. "Effect of Competent Human Capital, Strategic Flexibility and Turbulent Environment on Sustainable Performance of SMEs in Manufacturing Industries in Palestine," Sustainability, MDPI, vol. 15(6), pages 1-29, March.
    9. Lijuan Huang & Guojie Xie & Raoyi Huang & Guokai Li & Weiwei Cai & Chrysostomos Apostolidis, 2021. "Electronic Commerce for Sustainable Rural Development: Exploring the Factors Influencing BoPs’ Entrepreneurial Intention," Sustainability, MDPI, vol. 13(19), pages 1-21, September.
    10. Jiang, Kan & Zheng, Junyuan & Luo, Shaohua, 2024. "Green power of virtual influencer: The role of virtual influencer image, emotional appeal, and product involvement," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    11. Hyuck Jin Lee & Tae-hwan Rhee, 2023. "How Does Corporate ESG Management Affect Consumers’ Brand Choice?," Sustainability, MDPI, vol. 15(8), pages 1-16, April.
    12. Muhammad Ussama Majeed & Sumaira Aslam & Shah Ali Murtaza & Szakács Attila & Edina Molnár, 2022. "Green Marketing Approaches and Their Impact on Green Purchase Intentions: Mediating Role of Green Brand Image and Consumer Beliefs towards the Environment," Sustainability, MDPI, vol. 14(18), pages 1-18, September.
    13. Yuriy Danko & Olena Nifatova, 2022. "Agro-sphere determinants of green branding: eco-consumption, loyalty, and price premium," Palgrave Communications, Palgrave Macmillan, vol. 9(1), pages 1-9, December.
    14. Muhammad Salman Shabbir & Mohammed Ali Bait Ali Sulaiman & Nabil Hasan Al-Kumaim & Arshad Mahmood & Mazhar Abbas, 2020. "Green Marketing Approaches and Their Impact on Consumer Behavior towards the Environment—A Study from the UAE," Sustainability, MDPI, vol. 12(21), pages 1-13, October.
    15. Maik Dehnert & Josephine Schumann, 2022. "Uncovering the digitalization impact on consumer decision-making for checking accounts in banking," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(3), pages 1503-1528, September.
    16. Tussyadiah, Iis & Miller, Graham, 2019. "Nudged by a robot: Responses to agency and feedback," Annals of Tourism Research, Elsevier, vol. 78(C), pages 1-1.
    17. Guojie Xie & Xuejun Lin & Baiding Deng & Qianheng Zhang & Yu Tian, 2023. "Factors Influencing Crowdworkers’ Continued Participation Behavior in Crowdsourcing Logistics: A Textual Analysis of Comments from Online Platforms," Sustainability, MDPI, vol. 15(19), pages 1-15, September.
    18. Anne Hamby & Cristel Russell, 2022. "How does ambivalence affect young consumers’ response to risky products?," Journal of the Academy of Marketing Science, Springer, vol. 50(4), pages 841-863, July.
    19. Yu-Shan Chen & Tai-Wei Chang & Hung-Xin Li & Ying-Rong Chen, 2020. "The Influence of Green Brand Affect on Green Purchase Intentions: The Mediation Effects of Green Brand Associations and Green Brand Attitude," IJERPH, MDPI, vol. 17(11), pages 1-17, June.
    20. Shazia Kousar & Muhammad Afzal & Farhan Ahmed & Štefan Bojnec, 2022. "Environmental Awareness and Air Quality: The Mediating Role of Environmental Protective Behaviors," Sustainability, MDPI, vol. 14(6), pages 1-20, March.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jijerp:v:18:y:2021:i:15:p:7951-:d:602759. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.