E-Commerce Consumer Behavior and Sustainable Marketing Practices in Responsible E-Waste Management: A Theory of Planned Behavior Approach

Digital transformation has driven the explosive growth of e-commerce transactions, particularly for electronic products. However, behind this convenience lies a significant challenge: the increasing volume of irresponsibly managed electronic waste (e-waste). In Indonesia, as one of the largest e-waste producers in Southeast Asia, the gap between consumer intent and behavior in managing electronic waste has become a critical issue. This study aims to identify the psychological and social factors that influence the intentions and behavior of e-commerce consumers in managing e-waste sustainably, using the Theory of Planned Behavior framework. A quantitative method was applied through a survey of 204 active e-commerce respondents in the Jakarta, Bogor, Depok, Tangerang, and Bekasi (Jabodetabek) areas, using a purposive sampling technique. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that Attitude and Perceived Behavioral Control significantly influence Consumer Intention, while Subjective Norm has no significant impact. More importantly, Consumer Intention proved to be a strong predictor of Consumer Behavior. The research model was able to explain 55.1% of the variance in intention and 48.8% of the variance in behavior. These findings offer a theoretical contribution by expanding the application of TPB in the context of e-waste management in Indonesia’s digital economy. They also provide practical implications for policymakers, ecommerce platforms, and environmental organizations to design effective interventions. By improving the accessibility of recycling facilities, consumer education, and eco-friendly user experience design, relevant parties can bridge the gap between intention and action, which contributes to the field of sustainable marketing strategy and supports the achievement of Sustainable Development Goal (SDG’s) 12 regarding responsible consumption and production in the digital era.