Green Supply Chain Management: The Role of Sustainable Packaging on Corporate Image and Patronage Intentions
Green Supply Chain Management: The Role of Sustainable Packaging on Corporate Image and Patronage Intentions

Summary/Abstract: The exponential increase in the amount of single use packaging in Harare is attributed to the careless waste disposal behaviors by restaurant customers. This has the potential of damaging the brand image of most fast-food restaurants, and as a result some fast-food restaurants took formidable steps to practicing green packaging. It therefore follows that there is a need to determine whether the green packaging practices adopted by some fast-food restaurants had led to an improvement in their brand image and subsequently higher levels of patronage intentions. A multiple regression analysis was run to determine whether the green practices of reduce, reuse, and recycle have an impact on brand image. Furthermore, whether brand image emanating from green packaging has a deterministic impact on patronage intention. The results indicated that there were a statistically significant improvement in brand image as a result of adopting reduce, reuse, and recycle strategies, and indirectly there was also an improvement in patronage intentions. The study therefore recommended to restaurant businesses that are still hesitant to adopt green packaging strategies, to do so since the practice is associated with considerable benefits.

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