Dejavniki izbire trajnostne embalaže pri spletnem nakupovanju : magistrsko delo

Gregorič, Tanja (author), Golob, Urša (mentor)

Zaradi vedno večje onesnaženosti okolja in okoljske ozaveščenosti potrošnikov je trajnostni vidik vse pomembnejši dejavnik pri njihovi nakupni odločitvi. To velja tudi za področje embalaže v kontekstu spletnega nakupovanja, ki se ga poslužuje vse več ljudi. Spletno nakupovanje zahteva velike količine embalaže, zato potrošniki želijo, da je ta čim bolj trajnostna. Ker embalaža vpliva na nakupno odločitev potrošnikov, je zelo pomembno, da ji spletni trgovci namenijo pozornost. S kvantitativno raziskavo v magistrskem delu sem želela raziskati pomen trajnostnega vidika embalaže pri potrošnikih v kontekstu spletnega nakupovanja in vpliv različnih dejavnikov na namero izbrati trajnostno embalažo pri spletnem nakupovanju. Ajzenovo teorijo načrtovanega vedenja (1991) sem na podlagi literature dopolnila z dvema dodatnima spremenljivkama in oblikovala konceptualni model. Kvantitativne podatke sem pridobila s pomočjo spletne ankete. Analiza podatkov je pokazala, da se v splošnem potrošnikom zdi količina embalaže, ki se porabi pri spletnem nakupovanju, prevelika in da si tudi pri spletnem nakupovanju želijo imeti možnost izbire trajnostne embalaže. Dejavniki, ki pozitivno vplivajo na potrošnikovo namero izbrati trajnostno embalažo pri spletnem nakupovanju, so zaznan nadzor vedenja, pripravljenost plačati več, subjektivne norme in stališča o trajnostni embalaži. Skrb za okolje pa nima pomembnega vpliva na potrošnikovo namero izbrati trajnostno embalažo pri spletnem nakupovanju.

• Language: Slovenian
• Keywords: trajnostna embalaža, spletno nakupovanje, vedenje potrošnikov, teorija načrtovanega vedenja
• Work type: Master's thesis/paper
• Typology: 2.09 - Master's Thesis
• Organization: FDV - Faculty of Social Sciences
• Place of publishing: Ljubljana
• Publisher: T. Gregorič
• Year: 2024
• Number of pages: 1 spletni vir (1 datoteka PDF (82 str.))
• PID: 20.500.12556/RUL-156458
• UDC: 366.1(043.2)
• COBISS.SI-ID: 197623299
• Publication date in RUL: 25.05.2024

Secondary language

• Language: English
• Title: Factors affecting consumers' choice of sustainable packaging in online shopping

Abstract

Increasing pollution and environmental awareness make sustainability an increasingly important factor in consumers' purchasing decisions. This also applies to the area of packaging in the context of online shopping, which is being used by more and more people. Online shopping requires large volumes of packaging, so consumers want it to be as sustainable as possible. Since packaging influences consumers purchasing decisions, it is very important that online retailers pay attention to it. Through quantitative research, my master thesis aimed to investigate the importance of the sustainability aspect of packaging for consumers in the context of online shopping. Additionally, I examined how various factors influence consumers' intentions to choose sustainable packaging when shopping online. I extended Ajzen's theory of planned behaviour (1991) with two additional variables and developed a conceptual model based on the literature. I collected quantitative data through an online survey. Data analysis showed that consumers generally consider the amount of packaging used in e-commerce to be excessive. Moreover, consumers also want to have the option of choosing sustainable packaging when shopping online. Factors positively influencing consumers' intention to choose sustainable packaging when shopping online are perceived behavioural control, willingness to pay more, subjective norms and attitude towards sustainable packaging. However, environmental concern does not have a significant impact on the consumer's intention to choose sustainable packaging when shopping online.

• Keywords: sustainable packaging, online shopping, consumer behaviour, theory of planned behaviour