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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Mahmoud Abdulai Mahmoud & Ernest Kafui Kwasi Tsetse & Ernest Edem Tulasi & Donne Komla Muddey, 2022. "Green Packaging, Environmental Awareness, Willingness to Pay and Consumers’ Purchase Decisions," Sustainability, MDPI, vol. 14(23), pages 1-14, December.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:23:p:16091-:d:990910
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    References listed on IDEAS

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