Factors Affecting the Consumer Intention to Purchase Products with Sustainable Packaging in the E-Commerce Industry

The rapid expansion of the e-commerce industry in Malaysia has led to a significant increase in packaging consumption, particularly plastic, which contributes to growing environmental concerns. Although sustainable packaging alternatives are accessible and consumer awareness regarding environmental protection is increasing, a gap exists between consumers’ awareness and their actual purchasing behavior concerning products with sustainable packaging. This study aims to identify and analyze the key factors influencing the intention to purchase products with sustainable packaging in the context of e-commerce. Based on the Theory of Planned Behavior (TPB), the research investigates the role of customer perception, government initiatives, subjective norms, willingness to pay, and environmental awareness. A quantitative research design was employed, and data were gathered through structured questionnaires distributed to 384 respondents. The data were analyzed using the Statistical Package for the Social Sciences (SPSS). The results demonstrate that customer perception, government involvement, willingness to pay, and environmental awareness significantly influence consumer purchase intention. However, subjective norms do not demonstrate a significant effect. These findings offer important insights for e-commerce businesses and policymakers seeking to promote sustainable consumption behavior and implement effective strategies for environmental sustainability. By applying these insights, stronger cooperation between businesses, packaging manufacturers, and policymakers can accelerate the transition toward sustainable packaging. This, in turn, will help reduce plastic waste, benefiting both the environment and the economy.