The Impact of Sustainable Packaging on Consumer Purchase Intention in E-Commerce: Evidence from Malaysian Online Shoppers

Siti Hajar Mohamad; Siti Maryam Md Nor; Sabrina Humaira Rosli; Md Zaki Muhammad Hassan; Nurkhalida Makmor; Rayie Tariaranie Wiraguna

Authors

Siti Hajar Mohamad Department of Business Studies, Faculty of Business Management and Professional Studies, Management and Science University, 40000, Shah Alam, Selangor, Malaysia
Siti Maryam Md Nor Department of Business Studies, Faculty of Business Management and Professional Studies, Management and Science University, 40000, Shah Alam, Selangor, Malaysia
Sabrina Humaira Rosli Department of Business Studies, Faculty of Business Management and Professional Studies, Management and Science University, 40000, Shah Alam, Selangor, Malaysia
Md Zaki Muhammad Hassan Department of Business Studies, Faculty of Business Management and Professional Studies, Management and Science University, 40000, Shah Alam, Selangor, Malaysia
Nurkhalida Makmor Faculty of Business and Management, Open University Malaysia, 47301, Petaling Jaya, Selangor, Malaysia
Rayie Tariaranie Wiraguna Department of Applied Business, Faculty of Vocational Studies, Universitas Negeri Malang, 65139, Kota Malang, Jawa Timur, Indonesia

Keywords:

Sustainable packaging, consumer purchase intention, E-commerce, attitude, environmental knowledge, social influence, willingness to pay

Abstract

The rapid expansion of e-commerce has increased the use of delivery packaging and intensified concerns about packaging waste. This study examines factors associated with consumer purchase intention toward products using sustainable packaging among online shoppers who had experience with logistics or courier services in Malaysia. The study aimed to examine the relationships of attitude toward sustainable packaging, environmental knowledge, social influence, and willingness to pay with consumer purchase intention. A quantitative correlational design was used. Data were collected through an online questionnaire using purposive convenience sampling, and 154 valid responses were analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM). An a priori G*Power analysis indicated a minimum sample of 85 respondents for four predictors, a medium effect size (f² = 0.15), α = 0.05, and statistical power of 0.80; the final sample therefore exceeded the required minimum. These findings indicate that favorable attitudes toward sustainable packaging are important in encouraging sustainable purchasing intentions. Willingness to Pay also positively influences purchase intention, suggesting that consumers may accept additional costs when sustainable packaging provides perceived value. Social Influence further contributes to purchase intention, highlighting the role of social norms in sustainable consumption decisions. In contrast, environmental knowledge does not have a significant direct effect on purchase intention, indicating that environmental awareness alone may not translate into purchasing behavior. The study contributes to sustainable consumption literature by applying TPB to sustainable packaging in the Malaysian e-commerce context. Practically, online retailers should foster positive attitudes, leverage social influence, and communicate the value of sustainable packaging rather than relying solely on environmental education.

Author Biographies

Siti Hajar Mohamad, Department of Business Studies, Faculty of Business Management and Professional Studies, Management and Science University, 40000, Shah Alam, Selangor, Malaysia

sitihajar_mohamad@msu.edu.my

Siti Maryam Md Nor, Department of Business Studies, Faculty of Business Management and Professional Studies, Management and Science University, 40000, Shah Alam, Selangor, Malaysia

sitimaryam_mdnor@msu.edu.my

Sabrina Humaira Rosli, Department of Business Studies, Faculty of Business Management and Professional Studies, Management and Science University, 40000, Shah Alam, Selangor, Malaysia

sabrinarosli24@gmail.com

Md Zaki Muhammad Hassan, Department of Business Studies, Faculty of Business Management and Professional Studies, Management and Science University, 40000, Shah Alam, Selangor, Malaysia

md_zaki@msu.edu.my

Nurkhalida Makmor, Faculty of Business and Management, Open University Malaysia, 47301, Petaling Jaya, Selangor, Malaysia

nurkhalida@oum.edu.my

Rayie Tariaranie Wiraguna, Department of Applied Business, Faculty of Vocational Studies, Universitas Negeri Malang, 65139, Kota Malang, Jawa Timur, Indonesia

rayie.tariaranie.fe@um.ac.id