1 Chapter I Introduction I.1 Background Electronic commerce, also known as e-commerce, has changed the consumers’ shopping habits for the past few years. Consumers perceive e- commerce as a more convenient way to shop (Escursell et al., 2021). According to a survey by Das et al. (2018) in the McKinsey & Company Digital Report, the market size for Indonesian e-commerce was expected to have over $5 Billion market size with over 30 million users. A report from Google SEA (2019) further explained that e-commerce drove more than 50% of the Indonesian digital economy. E-commerce provides a variety of products from well-known brands, small-medium enterprises (SME), or consumers-to-consumers (C2C) business where consumers sell the goods directly to other consumers. The survey from SIRCLO & Ravenry (2020) showed several categories Indonesian consumers purchased in e-commerces, namely foods, drinks, health & beauty, electronics, cooking utensils, and many more. The COVID-19 pandemic has a critical role in boosting the popularity of e- commerce, as the pandemic forced many businesses to start selling their products online (Escursell et al., 2021). In Indonesia, during the early pandemics, the registration for e-commerce platforms experienced a 90% increase (SIRCLO & Ravenry, 2020). Raj (2020) from RedSeer’s digital market research reportshowed that 77% of Indonesian consumers will continue to use e-commerce after the COVID-19 pandemic ends. It implied that the usage of e-commerce will still be relevant in the long run. In terms of accessibility, the rise of e-commerce is also supported by the rapid development of logistics and express services (Su et al., 2020). In Indonesia, e- commerce continues to widen their service to not only big cities, but also rural areas outside Java (Raj, 2020; SIRCLO & Ravenry, 2020). To ensure safety of their goods, the sellers often equipped their package with many layers of packaging. 2 With the increasing e-commerce usages, the materials used to wrap the goods also increase. As the sellers want to preserve the quality of the goods, overpackaging has become something that is inevitable in e-commerce practices (Lu et al., 2020). The excessive use of packaging materials in e-commerce can potentially harm the environment, increasing the number of piling up waste on nature (Lyu et al., 2023). Compared to offline shopping, the packaging waste generated from online commerce is 4.8 higher (Y. Kim et al., 2022). The packaging materials also come from non-renewable sources and most of them are single-use ones (Escursell et al., 2021). Most of the used e-commerce packaging materials end up on landfills and undergo incineration processes (Su et al., 2020). Despite the environmental issue surrounding e-commerce packaging materials, there was no sufficient research that specifically talked about the issue, especially on the consumer level. Once the package is being delivered, consumers are the one who must deal with the overpackaging and used materials. As we recognise the inevitable role of packaging materials in e-commerce industries, we aim to conduct this research to fill the gap about the e-commerce waste issue from the perspective of the consumers. Individual waste management behaviour is not a new subject among environmental researches.