온라인마트의 유통포장 형태별 소비자 선호 및 영향요인

The online grocery shopping is rapidly growing due to COVID-19, which results in large volumes of delivery packaging waste. Many online supermarkets aware this environmental problem nowadays and deliver goods in recyclable “paper bags/boxes” or reusable “insulated bags” in Korea. However, controversies over both types of delivery packaging in terms of eco-friendliness continue. This study comparatively analyzed consumer preferences for three types of packaging, namely “paper bags/boxes,” “supermarket insulated bags,” and newly suggested “personally owned insulated bags” in this paper and analyzed the factors affecting to them. The data of 218 consumers who regularly buy fresh food online were collected by a survey conducted through a July 2020. By analyzing this data using ANOVA and linear regression analysis, we found that consumer most prefer to receive groceries using suggested “personally owned insulated bags” than the other two types. Also, “perceived importance of temperature maintenance” and “perceived eco-friendliness” had statistically significant effects on preference by packaging type. This result implies that “personally owned insulated bags/coolers” can be the eco-friendly alternative packaging method for online grocery market, thus if online supermarkets add this packaging type, they will be able to improve a green corporate image as well as improve consumer satisfaction.