End-of-life tyres waste management in Ghana: Assessment of consumers’ willingness to buy and policy implications

The growing environmental threat posed by end-of-life tyres (ELTs) requires sustainable, innovative waste management solutions to curb. Upcycling ELTs into usable and beautiful furniture is one of the ways to manage them. However, for this to be successful, consumer acceptance becomes necessary, as the area is underexplored in the Ghanaian context. This study assessed the factors influencing the willingness to pay (WTP) for furniture made from recycled ELTs. The study adopted the Theory of Planned Behaviour and extended it with environmental concern (EC), product quality and aesthetics, and price sensitivity to depict local realities. The study analysed data from 425 respondents in Kumasi, Ghana, using a non-probability sampling approach. The study found that attitude and perceived behavioural control have positive effects on WTP for furniture made from recycled ELTs. Subjective norms did not influence WTP, an indication that social pressure plays a limited role in this context. Product quality and aesthetics influence both attitudes and WTP. Moreover, price sensitivity positively affects WTP and negatively moderates the link between attitude and WTP. EC enhances positive attitudes but has a negative effect on WTP. Suggested policy implications will guide policymakers, entrepreneurs, and sustainability advocates who seek to promote circular economy practices in Ghana through eco-innovation initiatives.