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This study investigates the impact of psychological perception on environmental pollution from over-packaging on consumer behaviours in the online grocery retail market.

This study uses a quantitative survey to assess the impact of shopping motivations on satisfaction and behaviours in online grocery retailing, while also examining the moderating effects of psychological perceptions of environmental pollution (environmental consciousness, regret and eco-guilt).

Results indicate that online grocery shopping motivations (informative, convenience and excitement) influence consumer satisfaction, which in turn enhances recommendation and repurchase intentions. Furthermore, environmental consciousness, regret and eco-guilt slightly moderate the relationship between various shopping motives and consumer satisfaction.

This study contributes to the understanding of how environmental considerations influence online shopping behaviour. It highlights the potential for psychological perception regarding over-packaging to drive changes in consumer behaviour.