Developing a circular economy framework for e‐commerce packaging materials: A study on behavioural intentions of online consumers

The exponential growth of e‐commerce brings the need for sustainable business models to address the negative environmental impacts of packaging. This study used a bibliometric analysis, the theory of planned behaviour and stakeholder theory to explore the behavioural intentions of consumers in adopting a circular economy model for e‐commerce packaging materials. Surveying 362 respondents in the Indian market, our findings revealed e‐commerce users were likely to participate in a closed‐loop system, with environmental concern and attitude emerging as pivotal factors. The study's novelty lies in examining consumers' willingness to engage in circular economy practices, using an extended model of the theory of planned behaviour. We propose leveraging existing reverse logistics networks for e‐commerce packaging that incorporate circular economy principles for packaging sustainability. The study contributes to the theory by emphasising the primacy of environmental concerns over financial incentives in motivating consumer participation in the emerging economies context. We advance the prioritisation of environmental considerations by e‐commerce consumers, which necessitates a focus on education and knowledge development on the circular economy. Building upon our findings from the Indian market context, we propose key recommendations for practice and policy, which could be applicable to other emerging markets and contribute to their CE adoption.