THE EFFECT OF OVERPACKAGING SOLUTIONS IN E-COMMERCE TOWARDS CONSUMER PREFERENCE

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 logisti...

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Main Author: Gracia Soedibyo, Abigail
Format: Final Project
Language:Indonesia
Online Access:https://digilib.itb.ac.id/gdl/view/75477
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Institution: Institut Teknologi Bandung
Language: Indonesia
id id-itb.:75477
spelling id-itb.:754772023-08-01T13:44:59ZTHE EFFECT OF OVERPACKAGING SOLUTIONS IN E-COMMERCE TOWARDS CONSUMER PREFERENCE Gracia Soedibyo, Abigail Indonesia Final Project E-Commerce, Overpackaging, Green Packaging, Environmental Awareness, Consumer Preference INSTITUT TEKNOLOGI BANDUNG https://digilib.itb.ac.id/gdl/view/75477 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 Towards 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. text
institution Institut Teknologi Bandung
building Institut Teknologi Bandung Library
continent Asia
country Indonesia
Indonesia
content_provider Institut Teknologi Bandung
collection Digital ITB
language Indonesia
description 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 Towards 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.
format Final Project
author Gracia Soedibyo, Abigail
spellingShingle Gracia Soedibyo, Abigail
THE EFFECT OF OVERPACKAGING SOLUTIONS IN E-COMMERCE TOWARDS CONSUMER PREFERENCE
author_facet Gracia Soedibyo, Abigail
author_sort Gracia Soedibyo, Abigail
title THE EFFECT OF OVERPACKAGING SOLUTIONS IN E-COMMERCE TOWARDS CONSUMER PREFERENCE
title_short THE EFFECT OF OVERPACKAGING SOLUTIONS IN E-COMMERCE TOWARDS CONSUMER PREFERENCE
title_full THE EFFECT OF OVERPACKAGING SOLUTIONS IN E-COMMERCE TOWARDS CONSUMER PREFERENCE
title_fullStr THE EFFECT OF OVERPACKAGING SOLUTIONS IN E-COMMERCE TOWARDS CONSUMER PREFERENCE
title_full_unstemmed THE EFFECT OF OVERPACKAGING SOLUTIONS IN E-COMMERCE TOWARDS CONSUMER PREFERENCE
title_sort effect of overpackaging solutions in e-commerce towards consumer preference
url https://digilib.itb.ac.id/gdl/view/75477
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