Green Packaging, Environmental Awareness, Willingness to Pay and Consumers’ Purchase Decisions

Mahmoud Abdulai Mahmoud (), Ernest Kafui Kwasi Tsetse, Ernest Edem Tulasi and Donne Komla Muddey
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Mahmoud Abdulai Mahmoud: Department of Marketing and Entrepreneurship, University of Ghana Business School, College of Humanities, University of Ghana, Accra P.O. Box LG 581, Ghana
Ernest Kafui Kwasi Tsetse: Department of Marketing, HTU Business School, Ho Technical University, Ho P.O. Box HP 217, Ghana
Ernest Edem Tulasi: Department of Marketing, HTU Business School, Ho Technical University, Ho P.O. Box HP 217, Ghana
Donne Komla Muddey: Department of Mathematics and Statistics, Faculty of Applied Science and Technology, Ho Technical University, Ho P.O. Box HP 217, Ghana

Sustainability, 2022, vol. 14, issue 23, 1-14

Abstract: This study examined green packaging, environmental awareness, and willingness to pay for green products in consumers’ purchase decisions. A cross-sectional survey was employed in collecting data from 218 respondents in Ghana. Purposive sampling was used to select respondents for the study. The data were analyzed using SPSS software for descriptive statistics and partial least square structural equation modeling (PLS-SEM) to test our hypotheses. The study found that consumers’ environmental awareness had a positive and significant impact on green purchasing decisions. However, the impact of green packaging was not found to be significant on consumers’ purchase decisions in Ghana. The study further revealed that consumers’ willingness to pay for green products positively and significantly predicted consumer purchase decisions. Some recommendations are suggested for theoretical and managerial considerations.

Keywords: green packaging; environmental awareness; willingness to pay; customer purchase decisions (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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