35 Chapter IV Results and Analysis IV.1 Introduction This chapter is divided into two major parts, the data analysis and the discussion of the results. The outcome of the semi-structured interviews, questionnaire, and netnography are expected to complement each other in answering the research questions proposed. The discussion regarding the relationship of each variable, consumers’ perception toward e-commerce waste issue, formation of personal norms, formation of 3R behaviour, and the consumers’ 3R behaviour performance are also covered in this chapter. IV.2 Semi-Structured Interview Analysis We performed semi-structured interview as an exploratory data collection to obtain a better understanding of the phenomenon from the perspective of the consumers. The findings from the interviews were expected to answer the first research question about the consumers’ perception on the e-commerce issue and the fourth research question about the consumers’ current 3R behaviour activities. The interview results also acted as the foundation in adjusting measurement items used in the survey, which contributed to answering RQ2 and RQ3 about the formation of personal norms and 3R behaviour. IV.2.1 Interviewees Profiles The semi-structured interviews were conducted with ten e-commerce consumers. Each of the interviewees was deemed fit with the respondents’ criteria of this study: male or female, 18-40 years old, living in Indonesia, and had performed a shopping transaction in e-commerce at least once in the past six months. To ensure the confidentiality of the interviewee, they were addressed in an interviewee-code in this manuscript. The demographic profile of each interviewee is shown on Table IV.1. 36 Table IV. 1 Interviewee Profile No. Code Sex Age Current Domicile 1 S1 Female 24 Tangerang City 2 S2 Female 20 Surabaya City 3 S3 Male 24 Tangerang City 4 S4 Female 27 Bandung City 5 S5 Male 26 Bandung City 6 S6 Male 25 Jakarta City 7 S7 Female 26 Bandung City 8 S8 Female 27 Bandung City 9 S9 Female 22 Bojonegoro City 10 S10 Female 22 Depok City IV.2.2 E-commerce Shopping Habit Nowadays, e-commerce holds an important role in consumers’ shopping habit. We asked about the interviewees’ shopping frequency in their preferred e- commerce platforms. A total of six out of ten interviewees stated they made a purchase in e-commerce at least once a month. Due to the wide range of products offered, consumers chose to shop in e-commerce whenever they needed something. The products they purchased in e-commerce ranging from daily necessities, cosmetics, clothes, and even electronics. Some interviewees (S1, S2, S3, S10) also highlighted the price and discount aspect as their reason for using e-commerce to fulfil their needs. Discounts and free deliveries pushed them to make a purchase, as consumers perceived they were getting more benefits as the total price became cheaper than normal. Other than the price, the use of e-commerce was also 37 perceived as a more practical way of shopping. It allowed the consumers to perform research for products more easily as they could do it at any time and place. The consumers also had more flexibility in comparing the prices and quality between products. By using e-commerce, they also did not have to go to the physical store to purchase their necessities, which really helped the consumers with packed daily schedules. “I mostly shop when there was a discount event or free delivery coupons as the price became cheaper.” – S2 “The goods in e-commerce are relatively cheaper. It’s also more efficient for me to compare the price in e-commerce as I don’t have to go outside to do it.” – S4. “Using e-commerce delivery was more practical when I was in need to purchase something but have no time to go to offline store.” – S7. We also asked more about the packaging materials they often received in their packages. “At the very least, the package had an outer plastic layer and bubble wraps. On some occasions, there were also cardboard boxes.” – S5. “I ever received package with its outer cardboard already got damaged, so it truly relied on the inner layers to protect the products I purchased.” – S3. The most used packaging materials were bubble wraps, plastics, paper, and cardboard boxes. The packaging materials used might differ depending on the kind of products being shipped. Usually, each package consisted of three layers of packaging, which consisted of outer plastic layer, followed by bubble wraps and cardboards. More layers might be necessary when they purchased more fragile products like electronics. The multiple layers of packaging materials were deemed important to protect the goods inside, thus it couldn’t be carelessly reduced. If one of the layers got damaged during the shipment, there would still be other layer of packaging protecting the goods. 38 “The extra packaging bothered me because I didn’t know where I should store it, but it would be a waste to dispose them right away.” – S2. However, while the various layers of packaging played a crucial role in protecting the products, the package often had more packaging layers than necessary. All the interviewees expressed they ever received an “overpackaged” goods from e- commerce. The overpackaging could occur in various manner, such as “too many plastics used for a small product” (S1), “the bubble wrapping was too thick” (S2, S7, S9), “the package cardboard, plastic, and bubble wraps, when only plastic or cardboard alone would be enough” (S5), and “I purchased durable goods that couldn’t be broken, but I still received bubble wraps while it was unnecessary to protect the goods” (S6). The excessive amount of packaging had become another problem for the consumers to deal on. They were the ones who had to sort and manage it so that it wouldn’t directly harm the environment. If they did not know the proper way nor having the sense of responsibility to do it, the packaging materials ended up polluting the landfills. Consumers might not be able to directly control the amount of packaging materials used for their package, yet they were the one that had to deal with them once the package arrived. The number of single-used materials might contribute to the ongoing environmental issues. The occurrence of overpackaging stressed the amount of waste being produced from the e-commerce industry, which was the focus of this research. The result emphasised the actual condition of phenomenon researched in this study. As consumers were the ones who needed to deal with the excessive packaging that came from e-commerce, the way consumers managed their waste became an important topic for environmental research and policy makers. IV.2.3 Norm Activation Model In order to develop a moral obligation toward pro environmental waste management behaviour, the consumers should first be aware about the consequences of not doing it. We first asked whether the interviewees were aware of the amount of waste generated from e-commerce and its impact on the environment.