Green products wrapped and delivered: consumer’s preference for sustainable e-commerce practices

Abstract

ABSTRACT With the rapidly growing online sales, e-commerce firms in emerging economies like India risk unsustainable practices such as the relentless consumption of goods, increased plastic and paper packaging, or inefficient delivery options that increase fuel consumption. To maintain a favorable corporate image amongst consumers, online firms possibly adopt various mechanisms to signal consumers’ adoption of sustainable practices. Such practices by firms may involve implementing sustainability practices in doorstep delivery, packaging, and product selection to influence consumers’ buying preferences. This research uses a structured survey approach to explore the impact of three sustainable practices implemented by an e-commerce firm on the consumer’s intention to purchase from such a firm. Using a dual theory perspective of the theory of consumption value (TCV) and the theory of planned behavior (TPB), the study demonstrates the impact of the belief of environmental risks on consumers’ intentions to purchase from such e-commerce firms with sustainable practices. The data findings from 301 Indian e-commerce consumers suggest that consumers with a higher belief of environmental risks display a higher degree of tolerance for the inconvenience of order delivery and sustainable product purchase intentions, further influencing their intentions to purchase from e-commerce firms with sustainable practices. However, the preference for sustainable packaging does not impact intentions to purchase from e-commerce firms with sustainable practices. The study discusses the implications for online e-commerce retailers and policymakers and informs online e-commerce consumers’ choices.