An exploration on consumers’ intention to participate in sustainable consumption through the shipping packaging mechanism of e-commerce platforms

( Vol-12,Issue-4,July - August 2026 )

Author(s): Chao-Chien Chen, Chia-Ju Lu, Chien-Yu Huang

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Page No: 086-085
DOI: 10.22161/ijaems.124.9

Keywords:

Sustainable consumption behavior, Value-Attitude-Behavior Hierarchy,Perceived consumer effectiveness(PCE),Altruism,Egoism.

Abstract:

With modern society's increasing emphasis on environmental protection and sustainable development, an increasing number of consumers have begun to pay attention to their consumption behavior. Particularly in the process of e-commerce shopping, the environmental impact of delivery and packaging mechanisms has attracted considerable attention. Governments, drawing on the United Nations Sustainable Development Goals (SDGs), especially Goal 12 "Responsible Consumption and Production," have promoted policies to reduce unnecessary packaging waste, such as requiring e-commerce operators to reduce packaging material use, increase the proportion of recycled materials, and promote circular packaging mechanisms. However, current policy measures are mostly led by enterprises and pay less attention to consumers' participation willingness and behavioral patterns.This study uses the Value-Attitude-Behavior hierarchy model (VAB Model) as its theoretical basis to examine the effects of consumer values (altruistic and egoistic), perceived effectiveness (PEC), and self-confidence on sustainable consumption behavior. Values are regarded as important factors influencing consumption behavior, and different values lead to different environmental attitudes and purchase decisions. It also examines whether consumers' perceptions and attitudes toward environmentally friendly packaging and sustainable delivery mechanisms in e-commerce shopping affect their actual participation intention.A total of 261 online questionnaire samples were collected. The results show that altruistic and egoistic values have significant positive effects on consumer perceived effectiveness; altruistic values also have a significant positive effect on sustainable consumption; and consumer perceived effectiveness also has a significant positive effect on sustainable consumption. However, the moderating effect of self-confidence is not significant.

Received: 13 Jul 2026; Received in revised form: 09 Aug 2026; Accepted: 14 Aug 2026; Available online: 18 Aug 2026

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