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The influence of green packaging on consumers’ green purchase intention in the context of online-to-offline commerce

Cheng Pan (College of Economics and Management, China Three Gorges University, Yichang, China)
Yu Lei (Three Gorges Navigation Authority, Yichang, China)
Jiang Wu (School of Information Management, Wuhan University, Wuhan, China)
Yuee Wang (College of Mechanical and Power Engineering, China Three Gorges University, Yichang, China)

Journal of Systems and Information Technology

ISSN: 1328-7265

Article publication date: 16 August 2021

Issue publication date: 3 September 2021

1101

Abstract

Purpose

The purpose of this study is to develop a theoretical framework to explore the influence of green packaging on green purchase intention in the context of online-to-offline (O2O) commerce and to discuss the indirect effects of perceived value, perceived risk and green satisfaction.

Design/methodology/approach

To cast light on the factors affecting consumers’ intention to purchase in the context of O2O commerce, 295 valid questionnaire responses of O2O consumers in China were collected via an online survey. Data analysis was performed based on structural equation modeling.

Findings

The empirical results indicated that green packaging significantly affects consumers’ green purchase intention in the O2O commerce context indirectly through perceived value, perceived risk and green satisfaction. Moreover, green loyalty positively and significantly moderates the effects of perceived value, perceived risk and green satisfaction on green purchase intention.

Originality/value

Research on product packaging has mainly focused on investigating packaging materials, designs, functions and applications but has rarely examined how product packaging affects consumers’ purchase intention in the context of O2O commerce. Moreover, although previous studies have explored the roles of perceived value and perceived risk on purchase intention, they have not investigated the effects of environmental concerns and commerce context. This study attempts to fill these research gaps.

Keywords

Acknowledgements

The author is dedicated to appreciate each and every one of their participating in the designing, filling in and forwarding the questionnaire of this study.

The project is supported by the Ministry of Education Foundation of Humanities and Social Sciences (Project no. 19YJCZH264), the Major Program of the National Social Foundation of China (Project no. 19ZDA089) and the National Natural Science Foundation of China (Project no. 71874131).

Citation

Pan, C., Lei, Y., Wu, J. and Wang, Y. (2021), "The influence of green packaging on consumers’ green purchase intention in the context of online-to-offline commerce", Journal of Systems and Information Technology, Vol. 23 No. 2, pp. 133-153. https://doi.org/10.1108/JSIT-11-2019-0242

Publisher

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Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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