Assessing Consumer Preference for Overpackaging Solutions in E-Commerce

Guojie Xie, Lijuan Huang*, Chrysostomos Apostolidis, Zuqing Huang, Weiwei Cai, Guokai Li

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

5 Citations (Scopus)
23 Downloads (Pure)


The emergence of e-commerce and express delivery services has significantly transformed business operations and consumer shopping experience. However, the resulting problem of packaging waste, particularly from overpackaging, poses serious challenges to environmental sustainability and human health. Existing research has proposed many solutions from various perspectives, but very few have considered the acceptability and consumer preference for these proposals. Using the value co-creation (VCC) theory, we established a research model to explore consumer preferences for e-commerce overpackaging solutions. A survey of 632 online consumers in Guangzhou and Shenzhen was conducted, and data were analyzed using the SmartPLS software. The results show that establishing a recycling system, government policy, and consumers’ environmental awareness have a significant positive impact on consumer preference, while combined packaging has a significant negative impact. We also found that government policy plays an intermediary role in establishing a recycling system and consumer preference. Based on these findings, we recommend that enterprises establish and improve their packaging recycling systems and that e-commerce platforms provide alternative options to combined packaging. Also, the government should play a guiding and coordinating role for enterprises and consumers, and environmental awareness among consumers should actively be promoted.
Original languageEnglish
Article number7951
Pages (from-to)1-22
Number of pages22
JournalInternational Journal of Environmental Research and Public Health
Issue number15
Publication statusPublished - 27 Jul 2021


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