Muhammad Hang Nadi, Meditya Wasesa
Institut Teknologi Bandung, Indonesia
This study examines how Indonesian e-commerce platforms, particularly Tokopedia, can mitigate the environmental impact of overpackaging waste by exploring the effects of sustainable packaging materials, recycling systems, and environmental awareness campaigns on consumer preferences. The research hypothesizes that consumer support for eco-friendly packaging is positively influenced by advancements in packaging design, recycling infrastructure, and environmental education, and highlights the role of government interventions in shaping business and consumer behaviors. Using Partial Least Squares Structural Equation Modelling (PLS-SEM), the study provides insights into sustainable practices within Indonesia’s e-commerce sector, emphasizing value co-creation among consumers, businesses, and policymakers. Findings reveal that consumers highly value optimized packaging, recycling systems with incentives, and eco-conscious brand practices, though incentives and taxes alone are insufficient for driving change. This research offers actionable recommendations for reducing the environmental impact of e-commerce packaging waste and aligns with consumer expectations for sustainability in online shopping.
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