Ajzen’s theory of planned behaviour explains the mechanisms behind an individual’s behaviour, by considering how a deliberative behaviour is often the result of an intention guiding it.  This behavioural intention is in turn influenced by three factors: (1) Behavioural attitude, (2) Subjective norms and (3) Perceived control.

Hence, in the case of e-commerce, consumers generally have the misconception that their individual actions would not result in noticeable harm in the environment. Although there are certain consumers who are aware of the unnecessary and extensive use of packaging for their delivered items, as shows in the wrap rages, it still lies the fact that consumers are ignorant and nonchalant of the environmental degradation of their consumption habits. Their attitude towards pro-environmentalism is rather weak in the face of immense convenience brought about by online shopping.

Moreover, an individual’s behaviour can be implicitly influenced by the behaviour of others in their shared environment (ie. how they view the behaviour in question) . As online shopping is widely accepted and used in this digital age (becoming a social norm), and coupled with the attractive prices of products online and salience of advertisements, individuals may have the belief that such consumption habits are satisfactory.

With the bombardment of social media influences and marketing tactics, consumers at large have a good impression of the convenience and accessibility of e-commerce. With so many attractive benefits of online shopping, consumers may neglect environmental concerns and cave into the temptations of hasty and irresponsible purchase; afterall ‘self-satisfaction before others’. As such, they may think that they lack the self-efficacy to be environmentally friendly.

These three factors hence reinforce each other and could possibly explain the phenomenon of impulsive consumption online.