Online Shopping & Eco-Friendly Packaging: Realizing Sustainable Consumption Behavior in the Digital Era Muhammad Irfan Muafi (1*), Nurul Retno Hapsari (2), Mukti Ahmad Nurcahya (3), Tazkia Amalia (4)
In the last few decades there has been an increase. awareness of. Environmental issues have driven a significant shift in peoples consumption behavior. One aspect of main concern is. plastic pollution, which has been proven to damage ecosystems and threaten the welfare of life on earth. In response to this, crisis, emergence. Environmentally friendly packaging is one of the innovative solutions to reduce the negative impacts of the use of conventional plastic. This research explores the relationship between awareness, the environment and consumers desires in Indonesia for. buy products that use environmentally friendly packaging using the Theory of Planned Behavior (TPB) as a basis. Through a quantitative approach, this study involved 200 respondents who had shopped online, with data analysis using regression statistical techniques using applications, smart-PLS.
Keywords: E-commerce, Eco-friendly packaging, Theory Planned Behavior, Sustainable Consumption Behavior
