JCEF Cover Page

Journal of Commerce, Economics and Finance

eISSN : 3107-815X | Frequency: Half-yearly

Editor in Chief : Dr. Atul Shiva

About : Journal of Commerce, Economics and Finance is a bi-annual, peer-reviewed, national, e-journal dedicated to publishing rigorous and impactful research in the domains of commerce, economics, and finance. It serves as a scholarly platform for academicians, researchers, and professionals to explore cont Read more

Article Metrics
Views : 121 | Downloads: 127
Crossref Citations: Loading...

View in Google Scholar
Dimensions
Altmetric Attention
PlumX:

Shaping the Future with Innovation: Evaluating the Influence of Sustainable Packaging on Consumer Behaviour in E-Commerce

  • Sonali P. Banerjee* Sonali P. Banerjee Corresponding author Associate Professor Amity Business School, Amity University, Uttar Pradesh India ,  
  • Priyanka Chadha Priyanka Chadha Assistant Professor Amity Business School, Amity University, Noida, India India ,  
  • Kanika Rana Kanika Rana Research Scholar Amity Business School, Amity University, Noida, India, India ,  
  • Arhita Uppal Arhita Uppal Research Scholar Amity Business School, Amity University, Noida, India, India
Received: August 05, 2025
Accepted: October 18, 2025
Published: December 10, 2025
Volume: 1 (2) | Page: 34-45

Abstract

Purpose: This study seeks to investigate the effect of sustainable packaging on consumer perception and its impact on purchase intention and buying behaviour within the e-commerce industry augmenting the Theory of Planned Behaviour with additional variables.

Design/ Methodology/Approach: A quantitative cross-sectional research approach was utilized, gathering data from 288 participants through a standardised questionnaire. The research employed Partial Least Square Structural Equation Modelling (PLS-SEM) via SmartPLS4 to evaluate the measurement and structural models. Concepts including consumer knowledge, consumer perception, environmental awareness, motivation, purchase intention and buying behaviour were examined.

Findings: The findings indicate that consumer knowledge, perception, environmental consciousness and motivation substantially affect purchase intention which subsequently exerts a large influence on buying behaviour. Environmental awareness appeared as the primary predictor. The model exhibited as the primary predictor. The model exhibited significant explanatory strength, validating the resilience of the suggested framework.

Implications/ Originality/ Value: The research offers significant insights for e-commerce companies to use sustainability packaging solutions and improve consumer engagement. This study enhances the literature by expanding the Theory of Planned Behaviour inside the realm of sustainability and provides practical implications for fostering eco-friendly consumption.

Keywords: Sustainable Packaging, Consumer Behaviour, Purchase Intention, E-commerce

References

  1. Afif, K., Rebolledo, C., & Roy, J. (2022). Drivers, barriers and performance outcomes of sustainable packaging: a systematic literature review. In British Food Journal (Vol. 124, Issue 3). https://doi.org/10.1108/BFJ-02-2021-0150
  2. Asih, D., Setini, M., Soelton, M., Muna, N., Putra, I. G. C., Darma, D. C., & Judiarni, J. A. (2020). Predicting green product consumption using theory of planned behavior and reasoned action. Management Science Letters, 10(14). https://doi.org/10.5267/j.msl.2020.5.042
  3. Asim, Z., Shamsi, I. R. Al, Wahaj, M., Raza, A., Abul Hasan, S., Siddiqui, S. A., Aladresi, A., Sorooshian, S., & Seng Teck, T. (2022). Significance of Sustainable Packaging: A Case-Study from a Supply Chain Perspective. Applied System Innovation, 5(6). https://doi.org/10.3390/asi5060117
  4. Branca, G., Resciniti, R., & Babin, B. J. (2024). Sustainable packaging design and the consumer perspective: a systematic literature review. Italian Journal of Marketing, 2024(1). https://doi.org/10.1007/s43039-023-00084-1
  5. Carter, C. R., & Easton, P. L. (2011). Sustainable supply chain management: Evolution and future directions. In International Journal of Physical Distribution and Logistics Management (Vol. 41, Issue 1). https://doi.org/10.1108/09600031111101420
  6. Carter, C. R., Hatton, M. R., Wu, C., & Chen, X. (2020). Sustainable supply chain management: continuing evolution and future directions. In International Journal of Physical Distribution and Logistics Management (Vol. 50, Issue 1). https://doi.org/10.1108/IJPDLM-02-2019-0056
  7. Chin, W. W. (1998). The partial least squares approach to structural equation modeling. In G. A. Marcoulides (Ed.), Modern methods for business research (pp. 295–336). Lawrence Erlbaum Associates.
  8. Cohen, J. (1992). A power primer. Psychological Bulletin, 112(1), 155–159. https://doi.org/10.1037/0033-2909.112.1.155
  9. Cooke, L. (2016). Biodegradable algae water bottles provide a green alternative to plastic. Inhabitat.
  10. Dominic, C. (2021). The role of communication, environmental sustainability, and innovation in packaging strategy. IAPRI, 15-17 June 2021 (Online).
  11. Dominic, C. A. S., Östlund, S., & Masoud, M. M. (2015). Towards a conceptual sustainable packaging development model: A corrugated box case study. Packaging Technology and Science, 28(5). https://doi.org/10.1002/pts.2113
  12. Escursell, S., Llorach-Massana, P., & Roncero, M. B. (2021). Sustainability in e-commerce packaging: A review. In Journal of Cleaner Production (Vol. 280). https://doi.org/10.1016/j.jclepro.2020.124314
  13. Ghaffar, A., Zaheer Zaidi, S. S., & Islam, T. (2023). An investigation of sustainable consumption behavior: the influence of environmental concern and trust in sustainable producers on consumer xenocentrism. Management of Environmental Quality: An International Journal, 34(3). https://doi.org/10.1108/MEQ-05-2022-0153
  14. Hair, J. F., Jr., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2021). A primer on partial least squares structural equations modeling (PLS-SEM). Sage Publications. Journal of Tourism Research, 6(2).
  15. Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. In European Business Review (Vol. 31, Issue 1). https://doi.org/10.1108/EBR-11-2018-0203
  16. Ibrahim, I. D., Hamam, Y., Sadiku, E. R., Ndambuki, J. M., Kupolati, W. K., Jamiru, T., Eze, A. A., & Snyman, J. (2022). Need for Sustainable Packaging: An Overview. In Polymers (Vol. 14, Issue 20). https://doi.org/10.3390/polym14204430
  17. Jain, P., & Hudnurkar, D. M. (2022). Sustainable packaging in the FMCG industry. Cleaner and Responsible Consumption, 7. https://doi.org/10.1016/j.clrc.2022.100075
  18. James, F., & Kurian, A. (2021). Sustainable Packaging: A Study on Consumer Perception on Sustainable Packaging Options in E-Commerce Industry. In Volatiles & Essent. Oils (Vol. 8, Issue 5).
  19. Joshi, Y., & Rahman, Z. (2015). Factors Affecting Green Purchase Behaviour and Future Research Directions. International Strategic Management Review, 3(1–2). https://doi.org/10.1016/j.ism.2015.04.001
  20. Kapse, U., Mahajan, Y., Hudnurkar, M., Ambekar, S., & Hiremath, R. (2023). The effect of sustainable packaging aesthetic on consumer behavior: A case study from India. Australasian Accounting, Business and Finance Journal, 17(1), 236–246. https://doi.org/10.14453/aabfj.v17i1.14
  21. KESKİN, B. (2020). Sustainability in Paper-Based Packaging. Gazi Journal of Engineering Sciences, 6(2). https://doi.org/10.30855/gmbd.2020.02.05
  22. Kim, Y., & Ruedy, D. R. (2023). Mushroom packages: An ecovative approach in packaging industry. In S. Dhiman (Ed.), Sustainable development and environmental stewardship (pp. 199–223). Springer. https://doi.org/10.1007/978-3-031-28885-2_9
  23. Kiygi-Calli, M. (2019). Corporate social responsibility in packaging: Environmental and social issues. In Accounting, Finance, Sustainability, Governance and Fraud. https://doi.org/10.1007/978-981-13-7924-6_7
  24. Kwilinski, A. (2023). E-Commerce and Sustainable Development in the European Union: A Comprehensive Analysis of SDG2, SDG12, and SDG13. Forum Scientiae Oeconomia, 11(3). https://doi.org/10.23762/FSO_VOL11_NO3_5
  25. Lomartire, S., Marques, J. C., & Gonçalves, A. M. M. (2022). An Overview of the Alternative Use of Seaweeds to Produce Safe and Sustainable Bio-Packaging. In Applied Sciences (Switzerland) (Vol. 12, Issue 6). https://doi.org/10.3390/app12063123
  26. Morashti, J. A., An, Y., & Jang, H. (2022). A Systematic Literature Review of Sustainable Packaging in Supply Chain Management. Sustainability (Switzerland), 14(9). https://doi.org/10.3390/su14094921
  27. Nordin, N., & Selke, S. (2010). Social aspect of sustainable packaging. Packaging Technology and Science, 23(6). https://doi.org/10.1002/pts.899
  28. Reddy, K. P., Chandu, V., Srilakshmi, S., Thagaram, E., Sahyaja, C., & Osei, B. (2023). Consumers perception on green marketing towards eco-friendly fast moving consumer goods. International Journal of Engineering Business Management, 15. https://doi.org/10.1177/18479790231170962
  29. Scott, L., & Vigar-Ellis, D. (2014). Consumer understanding, perceptions and behaviours with regard to environmentally friendly packaging in a developing nation. International Journal of Consumer Studies, 38(6). https://doi.org/10.1111/ijcs.12136
  30. Sharma, R. R., & Kaur, T. (2024). Determinants of the Effects of Sustainability Marketing on consumers’ Purchase Intentions: An Empirical Investigation. IIM Kozhikode Society and Management Review, 13(2). https://doi.org/10.1177/22779752211009005
  31. Štofejová, L., Kráľ, Š., Fedorko, R., Bačík, R., & Tomášová, M. (2023). Sustainability and Consumer Behavior in Electronic Commerce. Sustainability (Switzerland), 15(22). https://doi.org/10.3390/su152215902
  32. Sunita, Dr. C. (2023). Consumer Perception Towards Sustainable Packaging in E-Commerce Industry: A Factor Analytic Approach. Quing: International Journal of Commerce and Management, 3(2). https://doi.org/10.54368/qijcm.3.2.0012
  33. Verghese, K., Lewis, H., & Fitzpatrick, L. (2012). Packaging for sustainability. Springer. https://doi.org/10.1007/978-0-85729-988-
  34. Wandosell, G., Parra-Meroño, M. C., Alcayde, A., & Baños, R. (2021). Green packaging from consumer and business perspectives. In Sustainability (Switzerland) (Vol. 13, Issue 3). https://doi.org/10.3390/su13031356
  35. World Economic Forum. (2020). The global risks report 2020 (15th ed.). World Economic Forum.
  36. Zhuang, W., Luo, X., & Riaz, M. U. (2021). On the Factors Influencing Green Purchase Intention: A Meta-Analysis Approach. Frontiers in Psychology, 12. https://doi.org/10.3389/fpsyg.2021.644020
  37. Zaidi, S. W., Khan, S. M., Azeem, M., & Ola, O. (2025). Examining the Influence of Organizational Work Climate on Employee Performance in India." Business Strategy and Management Insights, 1(1), 55-62.
  38. https://doi.org/10.64006/bsmi/1106
Recently Cited By
Loading citations...
Citation copied to clipboard
×
Cite this Article