This research examines how young consumers in an emerging market make trade-off decisions when buying products on e-commerce platforms. It specifically investigates how different types of online shops and sustainable packaging influence these choices.
A choice-based conjoint analysis was conducted to study consumer preferences for multi-attribute products with 133 young Thai consumers. The product profiles varied across attributes such as shop type, inner and secondary packaging, and price. The analysis used part-worth utility, marginal willingness to pay and market simulations to test the hypotheses.
The results confirmed that consumers prefer to buy from official shops, which they perceive as trustworthy. While they prefer 100% recycled plastic inner packaging, they are not willing to pay extra for it. Conversely, consumers prefer and are willing to pay a premium for secondary packaging with a plastic seal, as it signals authenticity and safety. When buying from an official shop, consumers are more likely to choose products without secondary packaging, as the shop’s reputation reduces their concerns about counterfeit products.
This research highlights how the risk of counterfeit products in emerging markets acts as a barrier to sustainable consumption. It shows that consumers prioritize personal safety over sustainability. The findings, supported by signaling theory and psychological egoism, contribute to a better understanding of green consumption behavior in these unique contexts.
