From Compliance to Competitive Advantage: The Role of Sustainability Transparency and Sustainable Packaging in Building Consumer Trust and Purchase Intention in Quick Commerce Apps

Abstract

Quick commerce services has transformed digital landscape by offering ultrafast delivery of goods and services. However growing concern for environmental sustainability has increased the consumer expectations towards sustainable business practices. Although quick commerce platforms has introduced eco-friendly packaging and sustainability practices limited communication on these initiatives may reduce consumer trust and purchase intention. The aim of the study is to examine whether sustainable packaging and sustainability transparency are associated with consumer trust and purchase intention. Assess the influence on sustainable packaging and sustainability transparency on consumer trust, identify the influence on consumer trust on purchase intention, and determine perception differs based on different demographic variables. The study uses descriptive research design and purposive sampling method with data collected from 112 respondents. spss was used to analyse Reliability analysis, Correlation, One way annova, Independent sample t-test, Multiple regression. The findings of the study indiactes that consumers have positive perception of sustainability transparency and sustainable packaging practices. The study also found that there is significant relationship between sustainability transparency, sustainable packaging, and consumer trust and purchase intention. Sustainability transparency, sustainable packaging influence consumer trust which influence purchase intention. The study also concludes that adopting sustainable practices will help the business to strengthen consumer trust, build long term relationships and enable quick commerce apps to stay competitive.

Keywords: Quick Commerce, Sustainability Transparency, Sustainable Packaging, Consumer Trust, Purchase Intention