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