UNIVERSITY OF GHANA SUSTAINABLE PACKAGING AND CONSUMERS PURCHASE DECISION: THE MODERATING ROLE OF PRICE SENSITIVITY BY TULASI ERNEST EDEM (10804695) THIS THESIS IS SUBMITTED TO THE UNIVERSITY OF GHANA, LEGON IN PARTIAL FULFILMENT OF THE REQUIREMENT FOR THE AWARD OF MPHIL IN MARKETING DEGREE. SEPTEMBER, 2021 University of Ghana http://ugspace.ug.edu.gh i DECLARATION I do hereby declare that this thesis is the result of my own research work and has never been presented by anyone for an academic award in this or any other university. All references used in the work have been duly acknowledged. 29/09/2021 ……………………………. …………………………… ERNEST EDEM TULASI DATE (10804695) University of Ghana http://ugspace.ug.edu.gh ii CERTIFICATION I hereby certify that this thesis was conducted in accordance with procedures laid down by the university. 29/09/2021 ……………………….…… ……………………... PROF. MAHMOUD ABDULAI MAHMOUD DATE (PRINCIPAL SUPERVISOR) 29/09/2021 ……………………………… …………………………. DR. KOBBY MENSAH DATE (CO-SUPERVISOR) University of Ghana http://ugspace.ug.edu.gh iii DEDICATION I dedicate this work to the almighty God for his countless blessings, grace, favour and good health to be able to complete this thesis. Also a sincere gratitude to my father (Mr. Micheal Tulasi), Mother (Elizabeth Srem-Sai “blessed memory”) and (Mrs. Bernice Kafui Dzikunu-Degle) for their relentless sacrifices towards my education. My dedication equally goes to my wonderful wife (Mrs. Elizabeth Ewoenam Tulasi) for her love, prayers and support throughout my journey in this course. My final thanks go to my son (Elon Dzidula Komla Tulasi) for your forgiveness of my absenteeism due to academic work. University of Ghana http://ugspace.ug.edu.gh iv ACKNOWLEDGEMENT I'd want to take this moment to thank everyone who helped make this thesis a success. This was made possible by the Grace of the Almighty God. My heartfelt gratitude goes out to the entire faculty and non-teaching staff of the University of Ghana Business School's Department of Marketing and Entrepreneurship. A special thanks goes to my supervisor Prof. Mahmoud Abdulai Mahmoud for his unwavering scholarly leadership and supervision throughout the research process. I also appreciate the assistance of my co-supervisor, Dr. Kobby Mensah. I also appreciate the support of Mrs. Lena Doh-Donkor and her family, Madam Rose Ohene, Dr. Edward Kwame Ayimey, Pastor George Adiaba, Mr. Edinam Agbemava, Mr. Ernest Tsetse, Mr. Francis Ganyaglo, Mr. Emmanuel Akagbor, Madam Rose Tulasi, Mr. Godsway Tulasi, Mr. Prince Amu, Mr. Iddrisu Mohammed, Mr. Isaac Nkansah, Mr. Isaac Arikor and Mr. Edmund Agyemang for your encouragement, support and contribution towards the advancement of humanity and education. I also acknowledge the contributions of my colleagues Sadick Abubakari, Emmanuel Larbi Amoah, Beatrice Boateng, Ahmed Abdul Salam, Mayfield Akporonti, Patrick Atsu Kutsugbor and Priscilla Aseku. Am sincerely grateful to everyone for their support and encouragement. Thank you University of Ghana http://ugspace.ug.edu.gh v ABSTRACT The level of pollution in our environment keeps increasing every now and then as a result of increased in packaging and the choice of sustainable packaging is the ideal solution. This thesis seeks to investigate the relationship between sustainable packaging and consumers purchase decision with price sensitivity as a moderating variable. The study adopted the explanatory research approach to understand and determine the cause-and effect relationship that exist among sustainability, sustainable packaging and consumer purchase decision. The researcher used quantitative approach and questionnaires were deployed to gather data from two hundred and eighty (280) respondents within the Accra Metropolitan Assembly (AMA). Descriptive analysis of data was performed using Statistical Package for Social Sciences (SPSS) version 25 whilst Partial Least Square Structural Equation Modelling (PLS-SEM) was used to test the proposed relationship that exists among the study variables. Findings of the study revealed that sustainable packaging characteristics such biodegradable packaging, recyclable packaging and sustainable packaging design and labelling positively and significantly influence and predict consumers purchase decision. Findings also revealed that price sensitivity does not moderate the relationship between sustainable packaging characteristics and consumer purchase decision. It was concluded that biodegradable packaging, recyclable packaging and the packaging design and labelling influence consumers purchase decision and indicating a strong relation between them. This study however, recommend that, companies should consider the environmental conscious behaviour of consumers when choosing and developing packages for their products. Companies should as well strategies their production processes to make their products and packages sustainable or environmentally friendly University of Ghana http://ugspace.ug.edu.gh vi TABLE OF CONTENT DECLARATION ........................................................................................................................... i CERTIFICATION ........................................................................................................................ ii DEDICATION ............................................................................................................................. iii ACKNOWLEDGEMENT........................................................................................................... iv ABSTRACT ................................................................................................................................... v LIST OF TABLES ....................................................................................................................... xi LIST OF FIGURES .................................................................................................................... xii LIST OF ABBREVIATIONS ................................................................................................... xiii CHAPTER ONE ........................................................................................................................... 1 INTRODUCTION ........................................................................................................................ 1 1.0 Introduction ......................................................................................................................... 1 1.1 Background of Study .......................................................................................................... 1 1.2 Problem Statement ............................................................................................................. 4 1.3 Research Purpose ................................................................................................................ 7 1.4 Research Objectives ............................................................................................................ 7 1.5 Research Question .............................................................................................................. 8 1.6 Significance of the Research .............................................................................................. 8 1.7 Organization of Chapters ................................................................................................... 9 1.8 Chapter Summary ............................................................................................................ 10 CHAPTER TWO ........................................................................................................................ 11 THE STUDY CONTEXT ........................................................................................................... 11 2.0 Introduction ................................................................................................................. 11 2.1 Context ......................................................................................................................... 11 2.2 Food Processing Industry (Global Context) ............................................................. 13 2.3 Food Processing Industry (Ghanaian Context) ........................................................ 14 2.4 Contribution of Food Processing Industry to Ghana Economy ............................. 15 2.5 Challenges Faced by Food Processing Industry ....................................................... 16 2.6 Regulators of the Food Processing Industry ............................................................ 16 2.6.1 Food Research Institute (FRI) ........................................................................... 16 2.6.2 Ghana Standard Authority (GSA) .................................................................... 17 2.6.3 Food and Drugs Authority (FDA) ..................................................................... 18 2.6.4 Ghana Investment Promotion Council (GIPC) ................................................ 19 2.7 Chapter Summary ........................................................................................................ 19 University of Ghana http://ugspace.ug.edu.gh vii CHAPTER THREE .................................................................................................................... 20 LITERATURE REVIEW .......................................................................................................... 20 3.0 Introduction ....................................................................................................................... 20 3.1 The Concept of Packaging ............................................................................................... 20 3.2 Definitions of Packaging ............................................................................................. 21 3.3 Types of Packaging ..................................................................................................... 23 3.3.1 Primary Packaging ............................................................................................. 23 3.3.2 Secondary Packaging .......................................................................................... 24 3.3.3 Tertiary Packaging ............................................................................................. 25 3.5 The Functions of Packaging ....................................................................................... 25 3.5.1 Containment Function ........................................................................................ 26 3.5.2 Protection Function ............................................................................................ 26 3.5.3 Communication Function ................................................................................... 27 3.5.4 Convenience Function ........................................................................................ 27 3.6.1 Sustainable Development Goals......................................................................... 28 3.7 The Concept of Sustainability .......................................................................................... 29 3.7.2 Sustainability and Food Packaging Industry ....................................................... 31 3.8 Dimensions of Sustainability ...................................................................................... 32 3.8.1 Economic Dimension .......................................................................................... 32 3.8.2 Social Dimension ................................................................................................. 33 3.8.4 Ethical Dimension ............................................................................................... 33 3.9 Some Empirical Studies on Sustainability ...................................................................... 33 3.10 Consumer Buying Behaviour ......................................................................................... 35 3.11 Consumer Decision Making Process ............................................................................. 37 3.11.1 Problem or Need Recognition ............................................................................ 38 3.11.2 Information Search ............................................................................................. 39 3.11.3 Evaluation of Alternatives .................................................................................. 40 3.11.4 Purchase Decision ............................................................................................... 41 3.11.5 Post-Purchase Decision ....................................................................................... 42 3.12 Types of Consumer Buying Behaviour ..................................................................... 43 3.12.1 Dissonance Reducing Buying Behaviour .......................................................... 43 3.12.2 Habitual Buying Behaviour ............................................................................... 43 3.12.3 Variety Seeking Buying Behaviour ................................................................... 43 3.12.4 Complex Buying Behaviour ............................................................................... 44 3.13 Factors Affecting Consumer Buying Behaviour ...................................................... 44 3.13.1 Psychological Factors ......................................................................................... 44 University of Ghana http://ugspace.ug.edu.gh viii 3.13.2 Cultural Factors .................................................................................................. 44 3.13.4 Personal Factors .................................................................................................. 45 3.14 Sustainable Packaging ................................................................................................ 45 3.15 Sustainable Packaging and Consumer Purchase Decision ...................................... 48 3.15.1 Bio-degradable Packaging ................................................................................. 48 3.15.2 Recyclable Packaging ......................................................................................... 51 3.15.3 Package Design and Labelling ........................................................................... 54 3.15 The Moderating Effect of Price Sensitivity .............................................................. 57 3.16 Control Variables .................................................................................................... 59 3.17 Conceptual Framework .............................................................................................. 61 3.16 Theory Guiding the Studies ....................................................................................... 63 3.16.1 Theory of Planned Behaviour (TPB) ................................................................. 63 3.16.2 Application of Theory to Study ......................................................................... 64 3.17 Chapter Summary ...................................................................................................... 67 CHAPTER FOUR ...................................................................................................................... 68 RESEARCH DESIGN AND METHODOLOGY .................................................................... 68 4.0 Introduction ....................................................................................................................... 68 4.1 The Research Paradigm ................................................................................................... 68 4.1.1 Interpretivism Paradigm ........................................................................................... 69 4.1.2 Positivism Paradigm .................................................................................................. 69 4.2 Philosophical Assumptions ............................................................................................... 70 4.2.1 Ontology ...................................................................................................................... 70 4.2.2 Epistemology .............................................................................................................. 70 4.2.3 Axiology ...................................................................................................................... 71 4.2.4 Methodology ............................................................................................................... 71 4.3 Research Design ................................................................................................................ 73 4.3.1 Descriptive Research ................................................................................................. 73 4.3.2 Exploratory Research ................................................................................................ 73 4.3.3 Explanatory Research ............................................................................................... 74 4.4 Research Approach........................................................................................................... 74 4.4.1 Qualitative Research Approach................................................................................ 75 4.4.2 Quantitative Research Approach ............................................................................. 75 4.5 Research Method (Survey) ............................................................................................... 76 4.6 Data Type .......................................................................................................................... 77 4.7 Target Population ............................................................................................................. 77 4.8 Sampling Techniques ........................................................................................................ 78 University of Ghana http://ugspace.ug.edu.gh ix 4.10 Justification of Study Sampling Techniques ................................................................ 79 4.11 Data Collection ................................................................................................................ 80 4.12 Questionnaire Design ...................................................................................................... 81 4.13 Pilot Test of Questionnaire ............................................................................................. 82 4.14 Data Analysis ................................................................................................................... 83 4.14.1 Descriptive Statistics ........................................................................................... 83 4.14.2 Structural Equation Modelling (SEM) ............................................................. 84 4.14.3 Partial Least Square (PLS) ..................................................................................... 85 4.15 Moderation Analysis ....................................................................................................... 86 4.16 Reliability and Validity Test .......................................................................................... 86 4.16.1 Reliability Test .................................................................................................... 87 4.16.2 Validity Test ........................................................................................................ 87 4.17 Ethical Considerations ................................................................................................... 88 4.18 Chapter Summary .......................................................................................................... 89 CHAPTER FIVE ........................................................................................................................ 90 DATA ANALYSIS AND DISCUSSION OF RESULTS ......................................................... 90 5.0 Introduction ....................................................................................................................... 90 5.1 Organisation of Data and Processing .............................................................................. 90 5.2 Demographic Characteristics of Respondents ............................................................... 90 5.3 Descriptive Analysis of Constructs .................................................................................. 93 5.4 Reliability and Validity Analyses (Measurement Model Assessment) ......................... 95 5.4.1 Construct Reliability and Convergent Validity ...................................................... 96 5.4.2 Discriminant Validity .................................................................................................. 98 5.5 Inter-Construct Correlations ......................................................................................... 101 5.6 Structural Model Assessment (Hypotheses Testing).................................................... 103 5.6.1 Hypotheses Testing for Sustainable Packaging Predicting Consumer Purchase Decision ...................................................................................................................................... 103 5.6.2 Moderating Effect of Price Sensitivity ................................................................... 106 5.7 Control Variables ............................................................................................................ 108 CHAPTER SIX ......................................................................................................................... 115 SUMMARY, CONCLUSIONS AND RECOMMENDATION ............................................. 115 6.0 Introduction ..................................................................................................................... 115 6.1 Summary of the Study .................................................................................................... 115 6.2 Major Findings of the Study .......................................................................................... 117 6.3 Recommendation of the Study ....................................................................................... 120 6.4 Limitations of the Study ................................................................................................. 122 University of Ghana http://ugspace.ug.edu.gh x 6.5 Directions for Future Research ..................................................................................... 123 University of Ghana http://ugspace.ug.edu.gh xi LIST OF TABLES Table 4.1 Research Paradigms and Research Philosophies in Context………….…….. 74 Table 4.2: Total Number of Scale Development Items…………………………...…....84 Table 5.1: Respondents’ Profile…………………………………………………..….... 94 Table 5.2: Descriptive statistics…………………………………………………….….. 96 Table 5.3: Reliability and convergent validity results……………………………....…. 99 Table 5.4: Discriminant validity by Fornell-Larcker criterion………............................102 Table 5.5: Discriminant validity by cross-loading criterion……………………………102 Table 5.6: Discriminant validity by Heterotrait-Monotrait Ratio (HTMT) criteria…....104 Table 5.7: Descriptive statistics and correlation matrix………………………………..105 Table 5.8: Results for sustainable packaging predicting consumer purchase decision...107 Table 5.9: Moderation of Price Sensitivity…………………………………………......109 Table 5.10 Summary of Results………………………………………………………...113 University of Ghana http://ugspace.ug.edu.gh xii LIST OF FIGURES Figure 3.1 Five Stage Model of Decision Making…………………………………….. 38 Figure 3.2 Conceptual Framework of the Study………………………………….……. 61 Figure 5.1: Measurement model…………………………………………………...…. 101 Figure 5.2: Structural model for sustainable packaging predicting consumer purchase decision………………………………………………………... 108 Figure 5.3: Structural moderation model……………………………………………... 110 Figure 5.4: Moderation result……………………………………………………….... 111 Figure 5.5: Measurement model with Controls………………………………………. 112 University of Ghana http://ugspace.ug.edu.gh xiii LIST OF ABBREVIATIONS AMA Accra Metropolitan Assembly GSS Ghana Statistical Service MMDAs Metropolitan, Municipal and District Assemblies GDP Gross Domestic Product FRI Food Research Institute CSIR Council for Scientific and Industrial Research UNDP United Nations Development Programme GSA Ghana Standard Authority QMS Quality Management System FDA Food and Drugs Authority GIPC Ghana Investment Promotion Council WCED World Commission on Environment and Development UN United Nations CSE Centre for Sustainable Enterprise NGOs Non-Government Organizations SPC Sustainable Packaging Coalition SPA Sustainable Packaging Alliance USA United State of America TPB Theory of Planned Behaviour SPSS Statistical Package for Social Sciences PLS-SEM Partial Least Square – Structural Equation Modelling AVE Average Variance Extracted SD Standard Deviation CA Cronbach's Alpha VIF Variance inflation factor CR Composite Reliability HTMT Heterotrait-Monotra University of Ghana http://ugspace.ug.edu.gh 1 CHAPTER ONE INTRODUCTION 1.0 Introduction The chapter one of this research presents an integration of the concept of packing, sustainability, sustainable packaging, and consumers purchase decision in the food processing industry. This research started with an introductory chapter that comprises of chapter over view, background statement, and research problem, objectives of the study, research questions, research significance, chapter disposition and chapter summary. 1.1 Background of Study Packaging is an important element of sales, and the level of pollution in our environment keeps increasing every now and then and packaging is regarded as one of the contributing factors; as a result, the demand for environmentally friendly or sustainable packaging is increasing. This has led to an enormous pressure on the packaging industry globally to minimize the dangers of its products on the environment (Orzan, Cruceru, Bălăceanu & Chivu, 2018; Seo, Ahn, Jeong, Moon, 2016). Orzan et al. (2018) further argue that, as a result of customers' unprecedented access to information, packaging has evolved considerably in recent years. Customers are increasingly aware of the impact of packaging on the environment and the trash generated by it, and they are looking for packaging that meet their needs. Packaging according to Wyrwa and Barska (2017) is regarded to be a physical structure that is suitable for a product which is designed for its protection from damage and spoilage, enables the product to be divided into various portions for easy transportation. However, the concept of packaging has been defined from logistical perspective by White, Lin, Dahl and Ritchie (2016). They asserted that packaging serves variety of roles, including protecting the goods, making transit easier, and allowing for ideal storage. The University of Ghana http://ugspace.ug.edu.gh 2 package type is a crucial element of communication between companies or businesses and their final consumers, and it has the ability of attracting their attention. However, as a result of a growing array of corporate initiatives for sustainable packaging design and environmental conservation from government, non-government organizations, policy- makers, the general public, and industries, not only has packaging been designed for product protection, but it has also been designed to be more environmentally friendly (Orzan et al., 2018; Mintel, 2018; Steenis, Lans, Herpen, & Trijp, 2018). The design and development of packaging constitute three dimensions of materials. These involve the primary packaging, secondary packaging and shipping packaging. However, the modern consumers are environmentally friendly when it comes to the purchase of products and services (Taoketao, Feng, Song & Nie, 2018). Consumers' perceptions, behaviours, and approaches to consumption change on a regular basis (Biswas & Roy, 2015). Consumers have become more aware of environmental changes and their effect on it as a result of their consumption habits. As a result, the ecological consumer prioritizes environmental protection and quality of life (Orzan et al., 2018). This move by consumers have made companies to strategies their production processes to make their products eco-friendly. Among these strategies are the re-designing of their packaging to suit the environment because consumers look at out for products packages that are environmentally friendly before buying. This has necessitated the move towards sustainable packaging as a marketing strategy by companies. Recently, the concept of sustainability has become a term that gained much attention when it comes to the area of packaging. Most manufacturing and processing companies nowadays are integrating sustainability principles and practices into the business activities of the company and these principles can predominantly be seen by consumers in the final University of Ghana http://ugspace.ug.edu.gh 3 product through packaging (Nordin & Selke, 2010). Marketing is not an exception when it comes to the issues of sustainability (Kemper & Ballantine, 2019). Many marketing scholars (Abutaleb & El-Bassiouny, 2020; Kemper & Ballantine 2019; Burksiene, Dvorak & Burbulyte-Tsiskarishvili, 2018; Bernyte, 2018; Taoketao et al. 2018; Font & McCabe, 2017; Chabowski, Mena & Gonzalez-Padron, 2011; Nkamnebe, 2011) have reacted to the issues of sustainability as a global concern. The increased world population coupled with the tremendous advancement in technology and changes that occurred and relationships that exist between economies, sustainability has become a key topic for the modern era societies (Bernyte, 2018). Consequently, the world has made sustainability a global concern and it is not regarded as a short-term goal but a long-term vision with the purpose of developing strategies based on moral and ethical principles (Kumar, Rahman, Kazmi & Goyal, 2012). “In 1987, the Worlds Commission on Environment and Development defined Sustainability as the process of meeting the needs and wants of the current generation without compromising the potential of future generations in meeting their own needs and wants”. Sustainability is built on three pillars; thus environmental, social and economic (Abutaleb, & El-Bassiouny, 2020; Bernyte, 2018; Burksiene et al., 2018; Rudawska, 2018; Kumar et al., 2012; Nordin & Selke, 2010). Kumar et al. (2012) postulated that, sustainability stands very well on the principles of the Triple Bottom Line approach which is the planet, people and profit. Majority of organizations are now exploring the concept of sustainability for the purpose of growth and development. Sustainable packaging focuses mainly on the improvement of the whole product or packaging life cycle from beginning to end of the supply chain by constantly assessing every opportunity for improvement, enhancement and transformation that conforms to the University of Ghana http://ugspace.ug.edu.gh 4 principles of sustainable development (Nordin & Selke, 2010). However, sustainable packaging is presumed to be equal to packaging materials that are sustainably obtained. Irrespective of the success made in promoting sustainable packaging, its development depends on technological development and social considerations but the social side of sustainable packaging has been neglected (Nordin & Selke, 2010). This notwithstanding has necessitated an investigation into the moderating role of price sensitivity on sustainable packaging and consumer purchase decision. 1.2 Problem Statement Recently, there have been an increased attention towards the evolution and growth pertaining to sustainable packaging which have resulted into many initiatives and programs been set in motion to improve the sustainability of modern-day packaging. (Martinho, Pires, Portela, & Fonseca, 2015). Sustainability has been studied from different angles by various scholars in the field of marketing (Abdul-Hamid, Hinson, Mahmoud, & Yaw 2017; Font & McCabe, 2017; Rawhouser, Cummings, & Marcus, 2018). Some studied the sustainability concept from the environmental perspective whilst others look at it from economic and social perspective. Even though majority of business organizations are now developing means to inculcate sustainability into their business activities with the purpose of elevating sustainability from a conceptual goal into a priority, much is not known with respect to consumers and their perception on sustainable packaging when making purchase decisions (Boz, Korhonen & Koelsch Sand, 2020). Majority of available discussions and highlights on sustainable packaging are focused on economic, social, and environmental factors (Abutaleb, & El-Bassiouny, 2020; Rudawska, 2018), while consumer demand has been identified as one of the most important factors for sustainable packaging (Abutaleb, & El-Bassiouny, 2020; Rudawska, 2018). University of Ghana http://ugspace.ug.edu.gh 5 So whiles consumer elements like consumer behaviour with respect to purchase are very relevant, research is relatively scarce. Boesen, Bey and Niero (2019) stipulated that, despite the fact that packaging can positively help the environment by extending the lifespan of goods and reducing wastage of food, customers tend to think of food and beverage packaging as something problematic. Many research have been undertaken on customers' opinions of packaging, but only a few have delved at the perceptions of food and beverage packaging's environmental sustainability. Due to increment in the demand for sustainable packaging by consumers, increase in policies or legislations relating to the environment, and the quest to reduce global environmental impact of the package materials, manufacturing or industrial firms are developing more eco-friendly packaging for their products (Magnier, Schoormans & Mugge, 2016). Recent studies have concentrated on ways to improve the sustainable packaging through the application of eco-design tools and there has been a smaller number of researches to determine the relationship between sustainable packaging and consumers purchase behaviour (Boz et al., 2020; Orzan et al., 2018; Bernyte, 2018; Jerzyk, 2016; Chabowski et al., 2011). According to Magnier et al. (2016), when food products are packaged in sustainable packaging, consumers perceive them to be of higher quality compared to those packaged in conventional packaging. Research has proven that; consumers play a major role in throughout the life cycle of a product through consumption. Therefore, to achieve success in sustainable packaging will predominantly rely on the attitude and behaviours of consumers. University of Ghana http://ugspace.ug.edu.gh 6 In the Ghanaian context, sustainability practices with respect to packaging and consumer purchase behaviour have been studied extensively by various authors (Debrah, Vidal, & Dinis, 2021; Amoako, Dzogbenuku, & Abubakari, 2020; Afum et al., 2020; Amoako, Dzogbenuku, Doe, & Adjaison, 2020; Opoku, Famiyeh, & Kwarteng, 2018; Owusu-Bio, Muntaka, & Bonsu, 2016). In the work of Owusu-Bio et al. (2016) relating to sustainable packaging in the pharmaceutical industry, they argued that, materials used in pharmaceutical packaging, as well as the containers that act as preservers, are often harmful to the environment. Sadly, because most organizations do not track the end-user medium of disposal of these products in the supply chain, nothing is done to address how these packages affect the environment's sustainability and eco-friendliness. They further suggested that, companies should adopted more environmental friendly packages that are biodegradable or recyclable. Additionally, Amoako et al. (2020) also analyzed green purchase behaviour of Ghanaian youth consumers. They asserted that consumer’s knowledge of the environment shows their treasuring of the eco-system as an important element in favour of life and growth in a sustainable manner. Environmental awareness of consumers influences eco-friendly buying intent and attitudes toward green brands, promoting eco-friendly behavior in brand selection. However, society hopes that these young people will become environmentally conscious customers who intentionally take advantage of new corporate and government initiatives. This cohort of consumers is growing materialistic as a result of increasing social engagement, self-expression, and social inclusion, a phenomena ascribed to the Internet and social media and neglecting their role as protectors of the environment (Amoako et al., 2020). They suggested for further studies to focus on analyzing how packages of green products and fast-moving consumer goods can be made to be more eco- University of Ghana http://ugspace.ug.edu.gh 7 friendly. Other studies should look into how often people buy environmentally friendly products versus less environmentally friendly products. Despite major efforts to alter the packaging supply chain, there have been few research on sustainable packaging and its relationship with consumers at both the purchase and near- end-of-life stages. There is therefore a need to research into sustainable packaging and consumer purchase decision and also to understand how price sensitivity moderates these relationships. This is so because consumers today are environmentally conscious when it comes to product packaging, purchase and consumption. 1.3 Research Purpose This study seeks to determine whether sustainable packaging influences consumers purchase decisions among Ghanaian consumers and how price sensitivity moderates these relationships. 1.4 Research Objectives • To investigate the impact of recyclable packaging materials on consumers purchase decision. • To investigate the impact of bio-degradable packaging on consumers purchase decision. • To determine the impact of sustainable packaging design and labeling on consumers purchase decision. • To determine if price sensitivity moderates the relationship between sustainable packaging and customer purchase decisions. University of Ghana http://ugspace.ug.edu.gh 8 1.5 Research Question • Does recyclable packaging impact on consumers purchase decision? • Does bio-degradable packaging impact on consumers purchase decision? • Does sustainable packaging design and labelling impact on consumers purchase decision? • Does price sensitivity moderate the relationship between sustainable packaging and consumer purchase decision? 1.6 Significance of the Research The significance of this research work has been categorized into implications of the practice, research, and policy. Concerning the implication to practice, this research would provide more information to businesses or industries on the importance of putting the environment into consideration always as they develop packages for their products. This would be very helpful to firms that use plastics especially in their packaging. Concerning the implication to research, this study would be a good piece of information for researchers and academia because the report will provide literature for further research and can be used in academic discussions on issues pertaining to sustainability and sustainable packaging and the role consumers play in protecting the environment through product purchase decisions. Concerning the implications to policy makers, this study would provide information for drafting policies that would be used to regulate businesses choice of package materials. It would also help in decision making in management levels as well as government with regard to environmental sustainability. University of Ghana http://ugspace.ug.edu.gh 9 1.7 Organization of Chapters The study is divided into six chapters, the first of which is the Introduction Chapter, which covers the study's background, problem statement, research purpose, research objectives, and research questions, as well as the study's significance and organization or disposition. This study is made up of six chapters; Chapter One is the Introduction Chapter that deals with the background of the study, Problem Statement, Research purpose, Research objectives and Research questions, significance of the study and the organization or disposition of the study. Chapter two have details of the context of the study; specifically, the food processing companies (Global and Ghanaian perspective) and their related enterprises in Ghana. The context would also represent a description of the food processing or manufacturing sector as well as the institutions that regulate this sector. Chapter three reviews related literature on the study such as the concept of packaging, sustainability, sustainable packaging, consumer decision making, conceptual frame works and underlying theory with a view of situating this study within the broader context of related literature. The technique used in the study is discussed in Chapter four, which includes philosophical assumptions, paradigms, and research design. This chapter will also go over research sampling techniques in detail, including purposive sampling, sample size, data collection instruments, data processing procedures, and ethical considerations. The data analysis, findings, and discussions of the data collected are covered in Chapter five, and the summary of the research findings, conclusions, and related recommendations are covered in Chapter six. University of Ghana http://ugspace.ug.edu.gh 10 1.8 Chapter Summary The first chapter emphasized the importance of looking into packaging, sustainability, and sustainable packaging and consumer’s purchase of sustainable packaged products within the Ghanaian context. It also takes into account the background of the study, statement of problem, study objectives, research questions and the significance of study. The next chapter of the research gives a detailed outline of the context within which the study has been conducted. University of Ghana http://ugspace.ug.edu.gh 11 CHAPTER TWO THE STUDY CONTEXT 2.0 Introduction The study's context includes an overview of food processing companies from both a global and Ghanaian perspective, as well as the setting in which the research is being conducted. This chapter also discusses the food processing sector, its growth and contribution to the Ghanaian economy, as well as the important roles it plays in the country's economic development. The basic issues confronting the food processing sector, as well as government support targeted at boosting the sector in Ghana, are reviewed once again. 2.1 Context This research was carried out in the Greater-Accra Region which comprises of twenty- nine metropolitan, municipal and Districts assemblies namely; “Accra Metropolitan Area (AMA), Ga East Municipal, Ga West Municipal, Ga South Municipal, Ga North Municipal, Adenta Municipal, Ledzokuku Municipal, Krowor Municipal, Ablekuma Central, Ablekuma North, Ablekuma West, Ada Municipal, Ashaiman Municipal, Ayawaso West, Ayawaso Central, Ayawaso East, Ayawaso North, Dangme East, Dangme West, Shai Osudoku Municipal, Kpone Katamanso, La Dade Kotopon, Ningo Pampram District, Tema Metropolitan, Tema West and Tema East Municipals”. Greater Accra is situated on over 200 km coastline which is a boost for tourism. Accra, the capital of Ghana, is located in the region, which is regarded as one of the riches regions in the country. The population density of the region is very high due to the growing population and migration. Accra, Ghana's capital city, serves as the country's commercial and political hub, with a concentration of government and private manufacturing and service enterprises. The “city is also a home for cultural, educational, political and administrative functions of Ghana which indisputably makes it the most urbanised city in University of Ghana http://ugspace.ug.edu.gh 12 Ghana”. The “National Museum, National Theatre, Centre for National Culture, Independence Square, Kwame Nkrumah Mausoleum, Accra International Conference Centre, Christianborg Castle, Osu Oxford Street, Makola Market”, and more intriguing places make Accra an appealing tourist destination (Mallen-Ntiador, 2017). Accra also boasts Ghana's biggest concentration of hospitality facilities, such as restaurants, nightclubs, and several hotel classes. It is regarded as West Africa's gateway, with the Kotoka International Airport connecting it internationally as well as it been connected to other cities around the country by domestic planes and first-class roadways (Mensah & Blankson, 2013). The final outcome of the population census conducted by Ghana statistical service in 2010 revealed that, as at 26th September 2010, the total population of Ghana was 24,658,823. The results showed an increase in the country’s population by 30.4% as compared to that of 2000 population of 18,912,079. The greater Accra being the study region has a population of 4,010,054 which constitute 16.35% of the total population. The population of the region has 1,938,225 males which represents 48.3% whilst females have a population of 2,071,829 representing 51.7% (GSS, 2010). The Accra Metropolitan Assembly (AMA) was established in the year 1898 but have undergone several evolutions with regard to name, size and number of sub-metros. The Assembly forms part of the two hundred and seventy-five (275) metropolitan, municipal and district assemblies (MMDAs) in Ghana and is also part of the twenty-nine (29) MMDAs in the Greater Accra region. The study area which is the Accra Metropolis has a population of 1,848,614 comprising of 887,673 males and 960,941 females (GSS, 2010). University of Ghana http://ugspace.ug.edu.gh 13 2.2 Food Processing Industry (Global Context) Economic growth, urbanization, increase in labour force, involvement of women and related changes in lifestyles have contributed to the rise of the food processing industry as compared to other sectors globally (Muehlfeld, Weitzel, & Van Witteloostuijn, 2011). Processing of food is a deliberate change that happens to food before its availability to the market for acquisition (Augustin et al., 2016). Unwholesome raw materials are typically transformed to usable, shelf-stable, and palatable foods or beverages for human use. According to Singh, Tegegne and Ekanem (2012), apart from China, India is the world second biggest producers of food and possess the potential to become the largest in the world. In India, the most consumed commodity is food and food products with expenditure on food constituting almost twenty-one percent (21%) of India’s GDP and with a market size of $181 billion. Since time in memorial, food processing has contributed significantly to the food production chain that connects agriculture production with the provision of food to people in the form and at the right time (Augustin et al., 2016). Food processing goes through several industrial activities or procedures like smoking, canning, heating, freezing, drying and fermentation as well as outstanding cooking. Converting of food from one state to another changes the composition of the food. However, some of these changes can have negative and positive impacts on the quality of the food, depending on the procedure employed. Food processing also includes the addition of preservatives, which are used to improve food quality, extend shelf-life, and improve food safety (Augustine et al., 2016). University of Ghana http://ugspace.ug.edu.gh 14 2.3 Food Processing Industry (Ghanaian Context) Food processing is a significant activity that is related to the Ghanaian agricultural sector. The agriculture sector is pivotal to the economic development of the country and comprises of the yardsticks that encourage the development of growth in the economy. The Ghanaian agriculture sector is crucial in building a vibrant economy. These significant transformations and growth of the economy is anticipated to be led by agriculture through the improvement in the productivity of this sector (Owoo & Lambon-Quayefio, 2017). Food processing is a possible end-market for farm products, as well as a source of employment for young people and a source of foreign income through exports. Food processing has been supported by policymakers and development organizations through various projects and policy initiatives (Andam & Asante, 2018). Food processing industry is pivotal to the growth of Ghana’s economy through job creation and improved performance of firm within the sector (Andam & Asante, 2018; Andam & Silver, 2016). The urban population of the country is shifting gradually from the consumption of food that requires long time to prepare towards foods that are already processed. The retail shops in Ghana are filled with processed foods including milled rice of various brands, frozen meats and processed fruits and vegetables. Nevertheless, majority of these processed foods are not locally made due to the low production and productivity within the food processing sector as well as high cost and poor quality of the local materials (Owoo & Lambon-Quayefio, 2017). Meat and meat products, fish and fish products, fruits and vegetables, oils and fats, dairy products, milled grain products, animal feeds, bakery and confectionary, and drinks are all part of Ghana's food processing sector. Cocoa, cashew, sunflower, oil palm, groundnut, fruits, and vegetables are among the agricultural sector's key products, according to Owoo and University of Ghana http://ugspace.ug.edu.gh 15 Lambon-Quayefio (2017). Before other commodities like nuts and oils, seafood, and other grains including millet, sorghum, and guinea corn, maize is the most processed. Food processing in Ghana is now dominated by medium-scaled businesses. Over the years, Ghana's government has implemented measures to add value to the country's basic agricultural products, and the government has made significant efforts to process some of these products for domestic consumption and export. According to Andam and Asante (2018), the expansion of the Ghanaian food processing sector is one of the key elements of the Ghana transformation agenda and the past decade has witnessed a tremendous growth in the sector. 2.4 Contribution of Food Processing Industry to Ghana Economy The food processing sector is mostly dominated by small and medium-scale businesses with their operation regarded to be part of the country’s informal sector. Food processing sector is categorized into domestic and factory processing (Owoo & Lambon-Quayefio, 2017). The increased success of the food processing sector is an important indicator for growth in the Ghanaian economy. One of Ghana’s policies towards the growth of the county is its transformational agenda and the growth of the food manufacturing sector is one of its goals because it contributes to GDP and as well reduce unemployment (Andam & Asante, 2018). However, in the past 20years, the service sector of the economy has experience significant growth compared to the manufacturing and the agriculture sector (Honorati & de Silva, 2016). From the perspective of policy makers, the growth in the manufacturing sector is very slow and the food processing sector that categorized under manufacturing is not showing any indication of growth either (Andam & Asante, 2018). Based on data from Ghana Statistical service report (2014 and 2017), the contribution of manufacturing sector University of Ghana http://ugspace.ug.edu.gh 16 to Ghana’s gross domestic product (GDP) stands at 4.6% and it also employs 9.1% of the labour force. The contribution of food and beverage processing sector to the country’s economy stands at US$812 million (Andam & Asante, 2018). 2.5 Challenges Faced by Food Processing Industry According to Andam and Silver (2016), Government and policy makers are trying to understand why the increase in importation of processed foods made with raw materials that are equally produced in the country. The reason is that, the food processing sector of Ghana is facing many challenges in meeting the demand of the country and notably among these challenges are; • Low productivity coupled with high cost of production • Scarcity of preferred raw material types, and the low quality of the materials. • Infrastructure, transports and transaction cost. • Failure of contract farming and vertical integration as an alternative to import. 2.6 Regulators of the Food Processing Industry 2.6.1 Food Research Institute (FRI) Established in 1963 as one of the thirteen institutions affiliated to the Centre of the Council for Scientific and Industrial Research (CSIR). The Food Research Institute (FRI) was incorporated using the Legislative Instrument No. 438 of 19th March. The Food Research Institute begun operation in 1965 with support from United Nations Development Programme (UNDP) but during this time, the Food and Drugs Authority were acting as the executing urgency until FRI grew into a full institution on its own. The Food Research Institute provides services such as chemical analysis for local beverage, food, feed and the University of Ghana http://ugspace.ug.edu.gh 17 brewing industries respectively. FRI undertakes chemical test on fish and its related products, poultry and dairy products, soft drinks, water as well as vegetables. Aside the chemical testing, FRI also provides other services such as; quality control of raw materials and fish products as well as testing for sterility and efficacy of disinfectants in food hygiene. 2.6.2 Ghana Standard Authority (GSA) The Ghana Standard Authority (GSA) is a state institution mandated for the development, building, and promotion of standards in Ghana. The institution was established in 1967 with its core supervisory responsibility of managing the country’s quality infrastructure championing three dimension of metrology, standardization and conformity assessment activities such as testing, inspection and certification of goods and services. GSA guarantees that all goods and services produced in Ghana for local consumption or for export purposes are of good standard, safe to consume, reliable and of good quality. These services provided by GSA are very crucial to the well-being of the country as well as enhancing economic growth. The Ghana standard Authority are mandated to undertake the following functions as a statutory body; • National Standards development and dissemination • They provide testing Services and inspect activities of businesses • They see to the Product certification scheme • The agency sees to the calibration, verification and inspection of weights, and weighing and measuring instruments. • Inspections of where high risk goods are imported from. • They undertake the promotion of quality management systems (QMS) in industries University of Ghana http://ugspace.ug.edu.gh 18 • Pattern approval of new weighing and measuring instruments • They serve as the advisory body for ministry of trade and industry on issues related to standards. 2.6.3 Food and Drugs Authority (FDA) Once the business has started operating, it is subjected to regular checks by the country’s regulatory authorities (Anderson, Chijoriga & Philemon, 2014). Checks or inspections are carried to ensure that businesses go according to the regulations and legal requirements governing the operation of their business (Anderson et al., 2014). One of this regulatory authority is the Ghana Food and Drugs Authority. The Food and Drugs Authority formerly Food and Drugs Board was established in 1992 based on the Food and Drugs Law 1992 (PNDC 305B). Amendment was made to the Law which later became Food and Drugs Act of 1996 and was again reviewed in 2012. The reviewed Act was merged into a new Act. This Act (Public Health Act 851) was relied upon to establish the current Food and Drugs Authority. The Food and Drugs Authority regulates food, drugs, food supplements, herbal and homeopathic medicines, veterinary medicines, cosmetics, medical devices, household chemical substances, tobacco and tobacco products, blood and blood products, and clinical trial procedures. The Food and Drugs Authority’s functions are as follows; • They make sure that food, drugs, cosmetics, medical devices as well as household chemicals are of standards. • Conduct and monitor standards of foods, drugs and others with the help of District Assemblies. • Serves as the advisory body for Ministers on measures that need to be put in place for the protection of the health of consumers. University of Ghana http://ugspace.ug.edu.gh 19 • Perform any other duties that are necessary to achieve the Authority's goals. 2.6.4 Ghana Investment Promotion Council (GIPC) Ghana Investment Promotion Centre (GIPC) is a state institution whose mandate is based on the GIPC Act, 2013 (Act 865). Their core duties of the institution is to encourage and promote investments in Ghana and also see to the provision of attractive stimulus frameworks, transparent, predictable and facilitating business environment for investments in the country. The institution is mandated as its core function to formulate policies and plans that would aid the promotion and growth of investment and also to develop sound marketing strategies to attract foreign and local investors. Another function of the GIPC is to put in motion measures for the enhancement of investment climate in the country that would help both the local and foreign businesses. In addition, GIPC is in charge of initiating, organizing, and participating in promotional activities such as exhibitions, conferences, and seminars to encourage investment with the purpose of presenting Ghana as an ideal investment destination in the world. The institution registers, monitor and keep records of all enterprises in Ghana. 2.7 Chapter Summary The context in which the study was carried out was discussed in this chapter. The chapter deliberates on the Greater Accra Region and to be specific, the Accra Metropolitan Assembly. It continued to look at the food processing industry in both the global and Ghanaian context, sustainability and food packaging industry, contributions of food processing industry to Ghanaian economy and the challenges faced by the food sector. The chapter concluded by examining the regulators of the food processing industry. The next chapter provides a detailed literature review on the subject under study. University of Ghana http://ugspace.ug.edu.gh 20 CHAPTER THREE LITERATURE REVIEW 3.0 Introduction The chapter two oversees a literature on concept of packaging, sustainable development, sustainability, consumer buying behaviour, consumer purchase decision process, types of buying behaviour, some empirical studies on sustainable packaging, development of hypothesis, theories applied to the study and conceptual framework. These ideas are the foundations of the sustainable packaging concept. As a result, the definitions, views, and understandings of these topics are provided in this chapter. 3.1 The Concept of Packaging The evolution of packaging started with the primary need for containment (Lydekaityte & Tambo, 2020). It started in the forms of leave packaging, animal skins, and grain straws as well as carved-out tree limbs. Over the years, packaging has evolved to a better and more enlightened nature and advanced to meet and satisfy the exact needs of product handling (Lydekaityte & Tambo, 2020; Nguyen, Parker, Brennan & Lockrey, 2020). As a result, packaging has evolved into an important and inseparable part of product-based company’s business model. According to Poturak (2014), the main purpose of packaging was intended for product protection and handling. Now a days, packaging is now being used by businesses as a tool for sales growth and attracting potential consumers as well as reduce promotional cost. According to Imiru (2017), packaging for some time now has been identified as the silent salesperson for a product and has gain much attention with respect to regulations and policies. However, the non-verbal components of the package have not been given much University of Ghana http://ugspace.ug.edu.gh 21 focus by this regulation but the verbal attribute of the package are given great attention because they project the accurate reflections of the products characteristics (Imiru, 2017). Food consumption in the last decade have been characterised by changing trends as a result of changes in social, economic environmental and the lifestyle of people. Changes such as; the increased employment of women, inadequate time as well as income growth has contributed to the quest for fast foods or foods out of home. These has resulted in increased food packaging and the increase in packaging materials in homes (Bitzer, Obi, & Ndou, 2016). Food packaging does not only prevent wastage of food or well-organized distribution of products but also make contribution to sustainability (Pauer, Wohner, Heinrich, & Tacker, 2019). Pauer et al. (2019) argued that, aside the benefits provided by packaging, it is more and more required to be sustainable, since the production, use, and disposal of a packaging are related with a number of environmental issues. However, consumers today purchase variety of products to meet the needs of a multifaceted lifestyle and food items are one of them. Many of the items purchased to meet the needs and lifestyle of a consumer are packaged for the purpose of protection and safe handling. These has led to an increase in the demand for effective packaging (Rundh, 2016). Packaging and the design of the package has become an integral element in marketing different kinds of consumer goods and has also been regarded to have an important role in communicating to consumers about the benefits of a product. Product packaging also has a relation with other elements of the marketing mix (Rundh, 2016). 3.2 Definitions of Packaging Defining packaging according to literature differ due to the fact that, it has been examined from different perspective. “Wyrwa and Barska (2017) defined packaging according to the polish law governed by the Act of 13th June 2013 on packaging and packaging waste. University of Ghana http://ugspace.ug.edu.gh 22 According to the Act, packaging is a product put on the market which is made of any materials that is intended for storing, protection, transport, delivery or presentation of products from raw materials to processed goods”. Then again, Wyrwa and Barska (2017) defined packaging to be a physical structure that is suitably designed for products protection from environmental damage and spoilage, enables the product to be divided into various portions for easy transportation. Oaya, Newman and Ezie (2017), defined packaging to be the container that is designed to move product from the point of manufacturing to the final consumer, as contrasted with packing that is needed for bulk shipment. They further continue to assert that, packaging is the technique of enclosing or safeguarding consumer-purchased products for distribution, storage, and sale. The ability of a product to successfully travel through the distribution channel depends on the protecting offered by the products package. This reduces wastage in products before getting to consumers and it also helps in brand identification and differentiation among competing products. Palmer and Palmer (2000) asserted that packaging is a key component of the consumer’s experience with product and also an important physical element of any product, apart from it being a quality element. In tandem with the food industry, packaging is the most relevant extrinsic values in the decision of consumers with respect to product purchase (Underwood, Klein, & Burke, 2001). Then again, White, Lin, Dahl and Ritchie (2016) also defined packaging from a logistical perspective, where they asserted that packaging serves a variety of purposes, including protection of products, making transportation easier and allowing for ideal storage. Packaging, according to Armstrong and Kotler (2005), encompasses all aspects of the design and manufacture of a product's container, as well as the product wrapping. Saghir University of Ghana http://ugspace.ug.edu.gh 23 (2002) also characterized packaging as a linked method of managing items for safe, efficient, secure, and effective handling, transportation, distribution, storage, retailing, usage and recovery, reuse, or disposal, as well as boosting consumer value, sales, and profit. 3.3 Types of Packaging Previous research and literature have shown varied dimensions and types of packaging used for various product containment and protection. Product packaging are categorized into primary, secondary and tertiary. 3.3.1 Primary Packaging The first covering or surface of the package that has direct contact with the core product is known as the primary package. It is also sometimes referred to as consumer packaging (Hägglund & Carlsson, 2011). The design of the primary packaging consists of the product itself and other layers that are secondary to the product package (Annan, 2018; Deufol, 2002). The properties of the primary package have demonstrated to be a major priority with respect to packaging. Blister packages, sachet packs, paperboard packages, clamshell packages and shrink-wrapping are some examples of primary packaging. The application and use of the various primary packaging will predominantly rely on the type of product, transit as well as the mode of storage. Primarily, the most important role of packaging is product protection and preservation against damage, spoilage and contamination (Simms & Trott, 2010). However, it is very important for the product to be protected or sealed from its surrounding by the primary package and make it easy for handling by consumers (Annan, 2018). University of Ghana http://ugspace.ug.edu.gh 24 3.3.2 Secondary Packaging The secondary package which is also referred to as transport packaging of a product is regarded as the package type responsible for holding together a lot of pre-packed products (Annan, 2018; Hägglund & Carlsson, 2011; Deufol, 2002). The application and use of the secondary package differ from how the primary package is used or applied even though the two may in some situations be regarded as been same. The secondary packaging has direct contact with the core product and seen to render two important functions. These functions include; • Display and branding: Secondary packaging is very relevant when it comes to developing strategies to promote the product in the market. This part is regarded crucial when it comes to display packaging. • Logistics function: In the quest to make product transportation, handling and storage easier for both retailers and consumers, the secondary packaging helps to group many products together into one entity. Secondary packaging has the potential to hold in unison large volumes of packaged primary products. It also has the ability to convey the products safely to the destination of the final consumer and as well maintain the original condition of the product during the storage of the primary packaging. The secondary package of the product is assumed to provide protection not only for the product, but also to protect the primary package, regarded as crucial in providing visibility to consumers in the store outlet display. Some notably secondary packages are cardboard crates, plastics, cartons and cardboards converted into boxes. In general, the secondary package of the product is largely seen outside the primary packaging that consists of many packaged products put together and sealed in the primary packaging. Both primary and secondary packaging protects products from environmental situations; thus, the primary University of Ghana http://ugspace.ug.edu.gh 25 packaging protects the main or core products from the environment whilst the secondary provides protection for the primary packaging from damage which will eventually results in affecting the core product. The secondary packaging is external to the product and the visible aspect of the product. 3.3.3 Tertiary Packaging Hägglund and Carlsson (2011) explained tertiary packaging as the material that is used in handling products in bulk, warehouse storage and this type of packaging materials such as pallets and stretch films. The tertiary package of a product which is sometimes referred to as the transport packaging is used to move in Unisom many products that are in secondary packages (Annan, 2018). The tertiary packaging helps to protect the products primary and secondary packaging from environmental damage during product handling and transportation from point of manufacture to point of destination (Deufol, 2002). The crucial function performed by tertiary packaging is in relation to the distribution or movement of the product from manufacturer to consumer destinations (Simms & Trott, 2010). Then again, Deufol (2002) continue to argue that, tertiary packaging mainly takes the form of stretch-wrap plastic film, pallets or shrink-wrapped plastic hoods. Tertiary packaging involves elements that includes layer pads, pallet caps or cardboard corner guards. 3.5 The Functions of Packaging Packaging serves to preserve items from outside effects and harm, as well as containing them and providing ingredient and nutritional information to consumers (Wyrwa & Barska, 2017; Arvanitoyannis, Khah, Christakou & Bletsos, 2005). Containment, protection, communication, and convenience are all goals of food packaging. University of Ghana http://ugspace.ug.edu.gh 26 3.5.1 Containment Function According to Venkatesh and Alsamuraaiy (2019), the containment function of packaging simply refers to the ability of the package to contain or hold the product for it to be easily moved or stored. Containment function is a crucial element for other functions of packaging but it is sometimes overlooked. Containment helps to avoid product loss or contamination and also a key factor in distribution of products from their manufacturing destination to their final destination or point of consumption. During the days of early packaging, products such as liquids, grains and powders were contained using baskets, leaves from tress or skins of animals etc (Kuswandi, Wicaksono, Abdullah, Heng, & Ahmad, 2011). Containment function protects products from physical damage and environmental damage as a result of exposure to water, light, microorganism and gases (Kuswandi et al., 2011). 3.5.2 Protection Function There exist two major categories of damages that processed foods or products passes through during storage and transportation (Venkatesh and Alsamuraaiy 2019, Kuswandi et al. 2011). Typical among these two damages are physical damage such as shock, vibration and compressive forces. Damage caused by the environmental is also another that products can sustain during storage and transportation. This damage occurs as a result of the product being exposed unfavourable conditions such as water, light, gases, odours and microorganisms. The packaging system of the product help to protect and as much reduce the level of damage to the package contents. For instance, a shelf-stable food in a can may maintain its strength as long as the package provides protection. University of Ghana http://ugspace.ug.edu.gh 27 3.5.3 Communication Function The function of communication with respect to packaging does not only consist of providing information but components of the packaging such as package shape, colour, brands, symbols also help in communication (Venkatesh and Alsamuraaiy, 2019). Aside the provision of information, the communication function of packaging is presumed to attract or lure the consumer to purchase the product. Consumers may instantly recognize products on packaging thanks to images or distinctive branding, and even basic transparency of the package material can entice customers by allowing them to see the product inside (Selke, 2012). 3.5.4 Convenience Function Convenience as a function of packaging deals with the End-user. End-users request for products that fit into their lifestyles and the packaging industry must equally respond to this function of packaging in order to satisfy their consumers. As a result, the utility function encompasses all packaging qualities that offer value and convenience to the product's users. Food products that offer simplicity and convenience have undoubtedly gained appeal among this set of end-users (Venkatesh and Alsamuraaiy 2019, Kuswandi et al. 2011). 3.6 Sustainable Development Sustainability has been considered as a major movement as a result of its growing relevance (Memili, Fang, Koc, Yildirim-Oktem, & Sonmez, 2018; McDonagh & Prothero, 2014). The genesis of sustainability can be tracked to the “modern environmental movement” back in the 1960’s (Elkington & Trisoglio, 1996). In recent times, there have been a growing interest in issues relating to sustainability and the trend can be credited to the “World Commission on Environmental and Development or the Brundtland’s report”. University of Ghana http://ugspace.ug.edu.gh 28 The “Brundtland Report” is credited to be the starting point on discussion relating to sustainable development. The “Worlds Commission on Environment and Development (WCED) defined Sustainable development as the process of meeting the needs and wants of the current generation without compromising the potential of future generations in meeting their own needs and wants (WCED 1987)”. The concept of sustainable development has been a highly deliberated subject that does not have a definite definition (Dryzek, 2005). However, according to Banarjee (2003), different perspectives regarding the “Brundtland’s’ commission report on sustainable development have been opposed by some scholars” (Banarjee, 2003). According to Dresner (2008), the Brundtland report is vague and understanding the concept of sustainable development is subjected to varied analysis. As a result, Bebbington (2009) argued that the concept encompasses a large number of conversations and acts. Different players' acceptance of sustainable development has arguably rendered the concept virtually worthless (Banarjee, 2003). As a matter of fact, “the Brundtland report recognizes the various observation by alluding to a compromise that painful choices have to be made (WCED, 1987). The WCED, however, failed to elaborate on what painful choices must be made”. 3.6.1 Sustainable Development Goals The United Nations General Assembly set a target of fifteen (15) years for its members in 2015. The goal of this target is to attain seventeen (17) global goals known as the Sustainable Development Goals (SDGs) (Tuokuu, Kpinpuo & Hinson, 2019; United Nations, 2015). “The seventeen (17) goals were a plan of action for the planet, people, and prosperity, according to the UN resolution” (United Nation, 2015). Tuokuu et al. (2019), Hak, Janouskova and Moldan, (2016) and United Nations (2015) aver that the seventeen Sustainable Development Goals are: “Eradication of poverty, Zero hunger, Establish good University of Ghana http://ugspace.ug.edu.gh 29 health and well-being, Provide Quality education, Enforce gender equality, Clean water and sanitation, Affordable and clean energy, Decent work and economic growth, Industry, Innovation, and Infrastructure, Reduced inequality, Sustainable cities and communities, Responsible production and consumption, Climate action, Life below water, Life on land, Peace, justice and strong institutions, Partnerships for goals”. According to Tuokuu et al. (2019) and Rasul (2016), there exist an interconnectivity or relationship between these Sustainable Development Goals. They went further to state that these sustainable development goals provide a roadmap that would help in achieving sustainable future by safeguarding the environment and promoting human well-being. More specifically, these goals are intended to prevent climate change, alleviate poverty, and promote a peaceful and healthy society (Tuokuu et al., 2019; Hak et al., 2016). Some of the Sustainable Development Goals are very relevant to this research. These goals are; Good health and well-being, sustainable cities and communities, climate action, clean water and sanitation, responsible production and consumption. 3.7 The Concept of Sustainability According to Lee and Jan (2019), the concept of sustainable development gives rise to the term sustainability. When it comes to the discussions on the concept of sustainability, it is been spearheaded by sustainable development (Lee & Jan, 2019). Sustainability have been defined in various ways by different scholars and institutions. Institutions, market environments, academics, and industrial settings all have distinct perspectives and interpretations of sustainability (Memili et al., 2018). The following are some notable definitions of sustainability: In defining sustainability, the “Centre for Sustainable Enterprise” (CSE) defined it as a means of conducting business for the purpose of making profit whilst making efforts to University of Ghana http://ugspace.ug.edu.gh 30 avoid harming the planet and people (CSE, 2010). Dresner (2008), on the other hand, characterized it as a notion that recognizes the social, environmental, and ethical boundaries to economic growth. Then again, the concept has been recognized by many firms as organisational responsibility whose purpose is to achieve a reduction in risk associated with business, and expansion of market prospects (Bansal & Song, 2017) whiles Aras and Crowther (2008) and Sharma and Henriques (2005) aver that, sustainability is a multifaceted concept that encompasses multiple stakeholders and incorporates production efficiency and distribution equality. The definitions of sustainable development and sustainability encourages businesses to indulge in activities that place needs of future generations at forefront and firms that want to be recognized as promoters of sustainability, must be cautious of environmental integrity, economic propensity, and ethical behaviours (Bansal & Song, 2017; Scherer, Palazzo, & Seidl, 2013). The activities relating to sustainability concept have great relevance to organizations, government, and government institutions as well as policy makes (Epstein, Buhovac, & Yuthas 2010; Epstein, 2018). According to Epstein (2018) and Lim (2016), the concept of sustainability has been examined from an environmental, economic, ethical, and social perspective. Some emerging markets are indecisive with regards to sustainability whilst other markets are committing themselves to the concept of sustainability and investing into sustainability strategies (Nkamnebe, 2011). Emerging markets, such as Ghana, are beginning to accept and apply sustainability issues, according to Nkamnebe (2011). Sustainable development goals and Millennium Development Goals are championed by governments at the macro level, while sustainability practices in developing markets are firm-level efforts (Nkamnebe, 2011). University of Ghana http://ugspace.ug.edu.gh 31 3.7.1 Sustainability and Marketing Sustainability is currently seen as an opportunity rather than a requirement in many commercial activities (Ludema, Laszlo & Lynch, 2012). Marketing can encourage the acceptance and implementation of behaviour changes such as healthy eating, recycling, and drinking responsibly, as well as charitable giving (Gordon, Carrigan & Hastings, 2011). Jones, Clark-Hill, Comfort and Hiller (2008) stated that sustainability concept is deep-rooted in the field of marketing. Various works on sustainable marketing debated the impact of marketing techniques and decision-making on environmental, social, ethical, and economic outcomes (Lim, 2016). Researchers are familiar with the concept of sustainability marketing, which originated from concepts such as “ecological marketing, ethical marketing, social marketing, and societal marketing” (Kumar et al., 2016). In the marketing field, the concept of sustainability has been studies from different perspectives. Some scholars studied the concept from the environmental or ecological perspective whilst others study it from social and economic perspective. Economic, environmental, social and ethics are the four (4) dimensions of sustainability (Belz & Peattie, 2009). 3.7.2 Sustainability and Food Packaging Industry With the invention of canning in the nineteenth century, the history of modern-day food packaging began. Ever since, food packaging industry experience tremendous growth resulting in better food quality as well as safety (Rezaei, Papakonstantinou, Tavasszy, Pesch, & Kana, 2019). The growth or advancement in food packaging was predominantly steered by the changes in consumer preferences which has sequentially resulted in the increased attention towards sustainable packaging (Rezaei et al., 2019). The complete Life University of Ghana http://ugspace.ug.edu.gh 32 Cycle Assessment is the most primarily utilized approach for measuring sustainability in the food packaging industry (Heller & Keoleian, 2003) In addition, Heller and Keoleian (2003) evaluated the sustainability of the food system with respect to US and provided possible means by which this complex system can be enhanced. They continue to aver that the product life cycle approach they utilized gives a framework for understanding the relationship between meeting societal needs, the natural and economic processes that are employed to do so, and, most importantly, the environmental repercussions of these processes. From the beginning to the end of the supply chain, they divide the life cycle of a product in the food sector into five stages. 3.8 Dimensions of Sustainability Martin and Schouten (2014) stipulated that the most researched or dominant dimensional construct of sustainability are economic, social and environmental concerns but ethical considerations are been studied and favoured as one of the dimensions of sustainability marketing (Mahmoud & Hinson, 2012). However, Knosmanen and Knosmanen (2009) revealed that, ethical or moral concerns have become very relevant for the successful implementation of the sustainability concept. The dimensions of sustainability concept are elaborated on below. 3.8.1 Economic Dimension As stated by Martin and Schouten (2014), economic dimension of sustainability is a continual process where an economic system has the potential to take care of all the needs of humanity. Subsequently, Alhaddi (2015) asserts that the economic dimension describes the influence that the activities of a firm would have in an economic system. Taking for instance a firm’s decision and its activities in relation to profit. University of Ghana http://ugspace.ug.edu.gh 33 3.8.2 Social Dimension Martin and Schouten (2014) postulated that, social dimensional sustainability concerns refer to a community's ability to continue to deliver for the benefit of its members or indigenous people. The ability to obtain items such as medicines, food, or clothing, as well as other services, is referred to as the social dimension (Martin & Schouten, 2014). These are social issues or concerns that businesses are encouraged to pay more attention to and address. Prospects must also contribute to and participate in community activities, according to community members. 3.8.3 Environmental Dimension The rise in demand for resource management and pollution reduction in the environment prompted environmental concerns about sustainability (Martin & Schouten, 2014). The environmental component describes the environmental impact of corporate actions. These concerns are aimed at safeguarding the environment for the current and future generations 3.8.4 Ethical Dimension According to Mahmoud and Hinson (2012), they argued that ethics is a dimension of corporate social responsibility. The ethical concerns of sustainability concentrate on moral standards and values relating to marketing practices. Knosmanen and Knosmanen (2009) postulated that sustainability is a vital success factor in establishing long-term performance that is motivated by ethical and/or moral standards. Morality refers to moral standards, judgements, and rules of conduct (Culiberg & Mihelič, 2016). Ethics, on the other hand, has been included into marketing (Laczniak & Murphy, 2006). 3.9 Some Empirical Studies on Sustainability Chabowski et al. (2011), studied sustainability by looking at the structure of sustainability research in marketing. In their study, they propose to test whether future research University of Ghana http://ugspace.ug.edu.gh 34 differentiate social attributes of sustainability from that of environmental attributes and also to develop framework that would blend sustainability and trends in marketing. Their findings revealed that consumer insight is seen as integral to the performance of socially- based sustainability strategies and later proposed a future study to understand the relevance of social and environmentally focused activities in forming customers’ attitudes and behaviour towards a firm. Additionally, Bernyte et al. (2018) studied sustainability and their work was based on analyzing consumer values and principles in relation to sustainability and its connection with integrated marketing communications. Their study revealed that the values and principles of consumers globally were defined as the idea of taking care of the self, community and the environment with view of practicing sustainability. Their research left a gap to fill by other researchers by asking them to determine whether individuals or groups of individuals have the potential to influence businesses to make a radical shift towards sustainability. Then again, Abutaleb et al. (2020) conducted a research to assess sustainability from a macro-marketing perspective in Egypt. The aim of their study was to examine consumers’ attitudes toward sustainability marketing and their purchase intentions of sustainable products. Their study revealed that consumers in Egypt have little knowledge about sustainable laws and regulations and therefore the government and managers of businesses must be pivotal in encouraging consumers to adopt environmentally friendly products. They recommended research to be conducted in different cultural setting and another age group. Another sustainability study by Lewis (2005) was based on packaging and the environment, product stewardship and sustainability, and this studies also looked at it from University of Ghana http://ugspace.ug.edu.gh 35 the view of stakeholder and organizations management and asked for further research into what business organizations consider before choosing a particular package material and it should be measure from the government perspective. However, consumers see sustainable products as those products that conforms to the standards of sustainable consumptions (Belz & Bilharz, 2005). This means, the consumption of the product must have the potential of reducing the environmental and social problems related to the manufacturing and utilization of the product. A research conducted on Swiss consumers revealed that production method (ecological and conventional), provenance and products packaging are seen as the most relevant characteristics regarding perceived environmental effect on foods (Tobler, Visschers, & Siegrist, 2011) Another study conducted on consumers of Norway asked how they understood the concept of sustainability as well as the characteristics they regard most relevant for sustainably packaged products (Hanss & Böhm, 2012). The research revealed that, environmental dimensions (natural resource preservation), social dimensions (improving the living standards of the poor and promoting equal opportunities), and developmental dimensions (technological innovation, lifestyle changes, and political priorities) were found to be the most frequently addressed and are thus at the core of consumers' understanding of sustainability. With respect to the relevance of the various characteristics regarding sustainable products, those pointing to protection, preservation and distribution of resources were most relevant. 3.10 Consumer Buying Behaviour Consumer behaviour is a branch of knowledge that whose focal point is on the activities of consumers (Akinyode, Khan, & Ahmad, 2015). Akinyode et al. (2015) further stated University of Ghana http://ugspace.ug.edu.gh 36 that, consumer behaviour describes activities relating to how individuals make decision to acquire, use and dispose of products and services. Acquiring is a process that leads to the purchase or receipt of a product, use or consuming relates to the how, where, when and what circumstances consumers use the product whilst the disposal deals with the means by which consumers discard the product and its packaging. However, Getachew (2018) also asserted that, consumer buying behaviour focuses on the decisions that individual consumer makes with respect to money and time as well as effort made towards consumption of related items. The major objective of marketing is its ability to achieve success in meeting and satisfying the needs and wants of their target customers. Marketing concept in recent time makes customer the pivotal point of organizational efforts. The centre of attention with respect to the marketing concept is to get to substantial buyers, get the pace set for analysing every situation of the target market (Getachew, 2018; Sonkusare, 2013). According to Getachew (2018), the main goal of consumer purchasing behaviour analysis is its’ bid to describe reasons that make consumers behave in a specific matter under unquestionable conditions. Other scholars advanced that, it is very relevant for marketers to acknowledge why and how individuals decide on their purchase decisions. Availability of this information to marketers would help them to make superior strategic marketing decisions as well as been able to foretell how consumers may respond to different informational and environment signals and to structure their marketing strategies appropriately immediately, they have a clear understanding of the purchasing behaviours of consumers. Without any doubt, understanding of consumer behaviour gives marketers competitive advantage in the market place (Schiffman & Leslie, 2000). University of Ghana http://ugspace.ug.edu.gh 37 The buying behaviour of consumers can be tracked to the embedded values and attitudes, how they view the world, their place within the world from common sense or from impulse. The modern consumer goes through two different types of purchase decisions such as new-purchase and re-purchase. Decisions relating to new purchases are complex because of the lack of conviction or confidence in making such decision. Consumers feeling with regard to repurchase is good and their confidence level becomes high because they have had past experience in making that product decision (Patwardhan, Flora, & Gupta, 2010). It has been assumed that consumers are reasonable when taking decisions and possess the ability and zeal to undergo the process of making decision to arrive at a suitable option among the many choices that are available. 3.11 Consumer Decision Making Process Every individual is different from one another based on certain characteristics. These characteristic shapes their reasons for buying different products even though they have the same needs. More so, irrespective of the differences in factors that affect their purchase decisions directly or indirectly, consumers still share some fundamental processes when it comes to decision making. (Nguyen, 2017). Everyone goes through series of mental processes with respect to buying, using and disposing of a product. However, depending on the degree of participation with the decision or product, the consumer goes through some stages to acquire the product or services (Nguyen, 2017, Kotler, Armstrong, Harris & Piercy, 2013). The stages are categorised into five (5) distinct stages namely; recognition of a problem, search for information, evaluation of alternatives, the purchase decision and post-purchase decision. University of Ghana http://ugspace.ug.edu.gh 38 Figure 3.1 Five Stage Model of Decision Making Source: Kotler, 2012 3.11.1 Problem or Need Recognition The consumer’s ability to recognize or identify a need or problem is the first step of the buying process. The consumers need to identify their needs before any other step can be taken further. Recognizing a need is the awareness or realisation of adequate gap between the consumers desired and actual state situation to trigger the decision process (Akinyode et al., 2015). Akinyode et al. (2015) aver that, individual consumers must first identify and accept the fact that there is a difference between what they assume as being the ideal status and the actual present status. Need recognition according to Boone and Kurtz, (2013), can be in other way be referred to as an opportunity. The desire to buy certain products and services can be triggered as a result of internal stimuli when the individual’s psychological needs for example emotions, hunger, thirst rise up and becomes a drive. Moreover, external stimuli such as advertisement on television and radio as well as discussions with friends can trigger the need to purchase a product or service (Nguyen, 2017; Kotler et al., University of Ghana http://ugspace.ug.edu.gh 39 2013). Need recognition is perceived as a result of situations relating to personal, professional and lifestyle. Consumers then determine or decide to resolve the situation provided they have the purchasing power to do so. At this stage of the buying process, marketers must diligently conduct consumer research to know the needs of the consumers, understand the consumers’ readiness and potential to purchase a particular product (Kotler & Amstrong, 2006). 3.11.2 Information Search Consumers being to search and gather relevant information’s at this stage due the consumers need been triggered at the previous stage (Nguyen, 2017). However, if a consumer is going for a familiar product in routine re-buying, this stage of the buying process can be skipped entirely (Kotler et al., 2013). Nevertheless, if the consumer shows high degree of uncertainty, the consumer has to search for information’s relevant that can help them arrive at a decision that satisfy their needs. The information search can be internal or external Akinyode et al., (2015). Nguyen (2017) postulates that, internal sources of information describe recovering of knowledge from one’s memory or perhaps genetic tendencies whilst external search relates to gathering information from friends, family, colleagues as well as recommendation from close acquaintances. Additionally, if the consumer has already made previous purchase decisions that relates to the present need, the experiential resource will be the first to appear in the search process due to the consumer’s previous experience with the product (Palmer, Beggs & Keown‐ McMullan, 2000). However, due to the increasing rate of technological advancement, internet have made it possible for consumers to surf for virtual and abundant information’s conveniently within seconds. The internet sometimes becomes sophisticated thereby providing misleading data or information’s. University of Ghana http://ugspace.ug.edu.gh 40 Another source of gathering information is through advertisement and various forms of promotion. Consumers, on the other hand, are looking to take control of the world; as a result, instead of only doing basic checks before purchasing a product, they are turning over product packages to look for specific, sustainable information and considering product performance and manufacturer reputation as important factors in their purchasing decision (Nguyen, 2017). Every information source is pivotal to determining the final purchase decision of consumers therefore marketers must pay critical attention to identifying the various sources consumers use in searching for product information. 3.11.3 Evaluation of Alternatives The third stage of the buying process is characterised by evaluating prod