Bridging Consumer Choices: The Role of Sustainable Packaging Logistics and Trust in E-Commerce Industry of Pakistan

Purpose: The study aims to investigate the impact of packaging, logistics, and ethical sources on consumer purchase behavior through Trust in the e-commerce industry of Pakistan. It Design/Methodology/Approach: It is a quantitative, deductive, and cross-sectional study. The convenience sampling technique used to collect the data through a self-administrated questionnaire. The collected data was analyzed through Structural Equation Modeling through Smart PLS-4.0 with a sample of 214 participants. Findings: The results revealed that packaging, logistics, and ethical sourcing have an impact on consumer buying behaviors. The results also supported the mediation role of Trust in the model. Implications/Originality/Value: The results provide insight for the e-business owners and potential businesspersons to focus on these things to improve their respective sales and maintain the Trust of the customers. The study contributed to the existing body of literature and discussed the limitations and future direction for the researchers.