The Effect of Overpackaging Solutions in E-Commerce Towards Consumer Preference
DOI:
https://doi.org/10.58229/jcsam.v1i2.89Keywords:
E-Commerce, Overpackaging, Recycling System, Environmental Awareness, Consumer PreferenceAbstract
The emergence of e-commerce has transformed business models, consumer purchasing behavior, as well as consumer shopping experience. Despite offering many advantages, the rapid growth of e-commerce also brought challenges to the environment. In comparison to the traditional retail system, the logistic system of e-commerce involves more touch points. Due to this, products purchased from e-commerce require additional packaging material to protect products from harm and damages during the distribution process, which leads to the issue of overpackaging. Additionally, many researchers have suggested overpackaging solutions from the perspective of the government, e-commerce enterprises, and consumers. However, the effectiveness of those solutions are still unidentified. To close the gap that previous studies have not explored, this research is conducted to find recommendations for tackling the issue of overpackaging in e-commerce by examining the factors that influence consumer preferences towards e-commerce overpackaging solutions. In conducting the study, the researcher used a quantitative approach with purposive sampling by conducting an online survey to 400 e- commerce users from the age range of 17-26 years old (generation Z), domiciled in Bandung and Jabodetabek area, and have experienced overpackaging in e-commerce. The researcher uses descriptive, statistical, and PLS-SEM to analyze the survey result. The result indicates that Innovating Green Packaging Materials, The Establishment of a Recycling System, Government Policy, and Increasing Awareness Towards the Preservation of the Environment has a positive influence on Consumer Preference, The Establishment of a Recycling System and Consumer Preference is mediated by Government Policy and Increasing Awareness T owards the Preservation of the Environment, and Innovating Green Packaging Materials and Consumer Preference is mediated by Government Policy. The finding of this research will give insight and recommendations for the government, e-commerce enterprises, and consumers in tackling the issue of overpackaging in e-commerce.
References
Etikan, I. and Bala, K. (2017). Sampling and sampling methods. Biometrics & Biostatistics International Journal, 5(6), p.00149.
Fisher, K. and Lilienfeld, B. (2017). Optimizing Packaging for an E-commerce World. American Institute for Packaging and the Environment.
Lu, S., Yang, L., Liu, W. and Jia, L. (2020). User preference for electronic commerce overpackaging solutions: Implications for cleaner production. Journal of Cleaner Production, 258, p.120936.
Socaciu, M. I., Câmpian, V., Dabija, D. C., Fogarasi, M., Semeniuc, C. A., Podar, A. S., & Vodnar, D. C. (2022). Assessing consumers’ preference and loyalty towards biopolymer films for food active packaging. Coatings, 12(11), 1770.
Taherdoost, H. (2016). Sampling methods in research methodology; how to choose a sampling technique for research. How to choose a sampling technique for research (April 10, 2016).
Wang, F. and Hu, Y. (2016). Research on green express packaging design under the electronic commerce. Open Journal of Business and Management, 4(4), pp.621-628.
Wolff, H.N. (2021). Annual growth rate of e-commerce in Indonesia from 2016 to 2020 with forecasts until 2024. Statista. Available at: https://www.statista.com/statistics/1235476/indonesia-e-commerce-growth-rate/
Wong, K.K.K. (2013). Partial least squares structural equation modeling (PLS-SEM) techniques using SmartPLS. Marketing bulletin, 24(1), pp.1-32.
Xie, G., Huang, L., Apostolidis, C., Huang, Z., Cai, W. and Li, G. (2021). Assessing consumer preference for overpackaging solutions in e-commerce. International Journal of Environmental Research and Public Health, 18(15), p.7951.
