Haryanti, Tining and Pribadi , Apol
(2021)
E-commerce Acceptance in the Dimension of Sustainability.
Journal of Modelling in Management, 16.
ISSN 1746-5664
Abstract
Journal of Modelling in Management
1
E-commerce Acceptance in the Dimension of Sustainability
Abstract
Purpose: Technology presents e-commerce as an alternative buying and selling place that is
accepted by the public. The high growth of e-commerce has an impact on the sustainability of both
the economic dimension, the social dimension and the environmental dimension. Indonesia is the
country with the fastest growing e-commerce, but also has the second largest plastic waste in the
world. The synergy of sustainability for e-commerce is an interesting and awaited innovation. This
is because sustainability has become the responsibility of all countries in the world.
Design/ methodology/ approach: A theoretical understanding of the context of sustainability in
e-commerce separately focuses on a company perspective and the use of green products from a
consumer perspective. It requires the involvement of e-commerce stakeholders as a whole to get
comprehensive research results. The use of qualitative research methods with exploratory
approaches is used in this study to reveal the concept of sustainability in e-commerce in Indonesia.
Findings: This study found similarities in the topic of acceptance of sustainability in e-commerce
with UTAUT including performance expectancy, effort expectancy, facilitating conditions, social
influence, habits. Changes to the variables revealed due to changes in the e-commerce phase. The
variable trust is in the introduction phase and builds trust in e-commerce. Currently in Indonesia
the e-commerce phase is in a phase of growth and value formation. Habit creation and dependence
is a requirement for value formation. Several new topics were proposed in this study, namely
awareness, security, logistics, and user interface (UI) & user experience (UX). The establishment
of an e-commerce identity through UX clearly shows its target market. The e-commerce phase and
the topics involved in it can become a reference for e-commerce regulation making in Indonesia.
Research limitations: This study is limited to e-commerce in Indonesia with data processing
limited to February 2020
Practical implications: The results of this study provide an overview of increasing the intention
to use e-commerce through human acceptance and engineering dimensions. This research also
reveals the stages of e-commerce in Indonesia that can be used as a reference for determining the
right regulations for e-commerce and the trade-offs for sustainability.
Originality/ value: This study produces additional references to the intention to use technology
by completing the UTAUT model. This study reveals changes variables in perceived value that are
interesting for further research along with technological developments and changes in people's
habits. Exploration carried out can add references to the application of sustainability in ecommerce,
especially in developing countries.
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