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.

中文翻译：

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为电子商务包装材料开发循环经济框架：在线消费者行为意向研究


电子商务的指数级增长带来了对可持续商业模式的需求，以解决包装对环境的负面影响。本研究使用文献计量分析、计划行为理论和利益相关者理论来探讨消费者在采用电子商务包装材料循环经济模式时的行为意图。通过对印度市场的 362 名受访者进行调查，我们的调查结果显示，电子商务用户可能会参与闭环系统，其中环境关注和态度成为关键因素。这项研究的新颖之处在于，它使用计划行为理论的扩展模型来研究消费者参与循环经济实践的意愿。我们建议利用现有的逆向物流网络进行电子商务包装，并结合循环经济原则实现包装可持续性。该研究通过强调在新兴经济体环境中激励消费者参与方面，环境问题优先于经济激励措施来为该理论做出贡献。我们推动电子商务消费者优先考虑环境因素，这需要关注循环经济的教育和知识发展。基于我们从印度市场环境中的调查结果，我们提出了重要的实践和政策建议，这些建议可能适用于其他新兴市场并有助于其 CE 的采用。