Consumer willingness to pay for green express packaging in e-commerce: an eye-tracking experiment analysis

Area of Science:

• Logistics and Supply Chain Management
• Consumer Behavior
• Environmental Economics

Background:

• E-commerce growth has led to increased packaging waste.
• Green express packaging (GEP) is crucial for sustainable logistics.
• Understanding consumer willingness to pay (WTP) for GEP is vital.

Purpose of the Study:

• To investigate factors influencing consumers' WTP for GEP.
• To analyze the impact of product type, price sensitivity, and environmental awareness on GEP adoption.
• To explore the role of visual attention in GEP choice.

Main Methods:

• Combined questionnaire surveys and eye-tracking experiments.
• Statistical analysis using SPSS 27.0.
• Investigated consumer behavior towards sustainable packaging options.

Main Results:

• Higher environmental awareness increases WTP for GEP, particularly for experienced goods.
• Price sensitivity significantly restricts the adoption of green express options.
• Eye-tracking data show GEP garners more visual attention than traditional packaging, irrespective of price premiums.

Conclusions:

• E-commerce platforms and delivery services should tailor GEP pricing strategies.
• Consideration of product type, environmental consciousness, and price sensitivity is key to optimizing GEP adoption.
• GEP can enhance brand image and consumer engagement through visual appeal, despite price concerns.