Green Packaging, Environmental Awareness, Willingness to Pay and Consumers’ Purchase Decisions
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Date
2022
Journal Title
Journal ISSN
Volume Title
Publisher
Sustainability
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.
Description
Research Article
Keywords
green packaging, ; environmental awareness, willingness to pay, customer purchase decisions
Citation
Citation: Mahmoud, M.A.; Tsetse, E.K.K.; Tulasi, E.E.; Muddey, D.K. Green Packaging, Environmental Awareness, Willingness to Pay and Consumers’ Purchase Decisions. Sustainability 2022, 14, 16091. https://doi.org/10.3390/su142316091