Edem, T.E.2024-02-142024-02-142021-09http://ugspace.ug.edu.gh:8080/handle/123456789/41265MPhil. MarketingThe 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.enConsumersPrice SensitivityPackagingDecisionPurchaseThesis