Consumer Responses to Packaging Materials in E-Commerce: Effects on Visual Attention, Disposal Behavior, and Brand Perception

As e-commerce expands, packaging increasingly serves as a communication interface in at-home consumer environments, where it may influence how consumers interpret sustainability. Unlike retail settings, where disposal decisions may be externally guided, consumers in e-commerce contexts rely on material cues and on-package information to interpret recyclability and brand intent. This study aims to examine how paper-based and plastic packaging influence visual attention, disposal behavior, and brand perception in apparel e-commerce. A controlled experimental study (n = 91) was conducted using mobile eye-tracking, behavioral observation, post-experience surveys, and follow-up interviews. Participants were randomly assigned to one of three packaging conditions: a low-density polyethylene (LDPE) plastic bag, a translucent paper bag, or a hybrid paper-based bag combining kraft and translucent materials. Results show that paper-based formats generated greater visual engagement than plastic, with translucent paper eliciting longer fixation duration and higher fixation count ( p < 0.05). Recycling rates were higher for paper-based formats (70–77%) than plastic (53%), though not statistically significant. Perceived eco-friendliness differed significantly, with the hybrid paper format more strongly associated with environmental responsibility ( p < 0.001). Qualitative findings indicate that material statements and disposal instructions improve confidence in interpreting recyclability. These results suggest that packaging material plays a role in shaping consumer attention and perceived eco-friendliness in e-commerce contexts.