Adoption intentions of home-refill delivery service for fast-moving consumer goods

Plastic waste from fast-moving consumer goods packaging has become a global concern. One solution is home-refill delivery service (HRDS) that offer the distribution of consumable products, including to environmentally conscious customers. This research thus employs an extended Technology Acceptance Model (TAM) with environmental concerns, green perceived value, and trust to explore the factors involved in the adoption intentions of HRDS among Indonesian consumers. From hypotheses empirically evaluated using partial least square structural equation modelling and multi-group analysis, we show a strong relationship between attitudes and adoption intentions of HRDS. Environmental concern relates significantly to green perceived value, perceived ease of use, and trust in forming positive attitudes toward HRDS. We further identify heterogeneity in relationships across socio-demographic characteristics, levels of trust, and stages of behavioral change. The findings herein provide useful insights into zero waste delivery services for consumer goods and empirical support for the important roles of consumer trust and environmental concern when adopting such services.