There is an under-developed scale of research conducted on sustainable production and consumption of environmentally friendly packaging Tanzania. Using the main concepts from institutional theory along with the diffusion of innovation model, this paper will examine the environmentally friendly packaging innovations in the Tanzanian food and beverage industry. The purpose of this research is to understand the factors that enable adoption. It suggests that mimetic, coercive and normative pressures exist within manufacturing firms that can regulate and coordinate solutions. A level of understanding of perceived fidelity and perceived effort required were established to develop conditions where firms can create strategies for the adoption environmentally sustainable packaging. The research setting is in the manufacturing industry. The data gathered for this study was collected by distributing a survey to respondents using convenience and snow-balling technique. Manufacturing businesses and packaging suppliers of the food and beverage industry participated. The respondents were requested to forward the survey by passing on the google form link to business owners, company CEOs, CFOs, COOs. 29 firm responses from the target population were measured to establish the pressures that they face and their intention to adopt. After applying regression analysis to the data, coercive pressure and intention to adopt with perceived fidelity as a moderator suggested a significant relationship. Similarly, perceived effort required positively moderated the relationship between mimetic pressure and intention to adopt. However, the results showed that no significant relationship from each of the three isomorphic constructs namely normative, mimetic and coercive and intention to adopt. This was contradictory to previous researchers of isomorphic pressures and should be subjected to future research. / Mini Dissertation (MBA)--University of Pretoria, 2021. / Gordon Institute of Business Science (GIBS) / MBA / Unrestricted

Dans quelle mesure l'expression de nos opinions et nos comportements peuvent être affectés par le caractère public de la situation dans laquelle nous sommes ? Voilà la question qui a guidé ce travail de thèse. Nous plaçant dans la théorie des représentations sociales (RS, Moscovici, 1961) et plus particulièrement dans le cadre des effets de masquage dans l'expression de ces représentations (Guimelli, 1998), nous montrons, par la manipulation du contexte de réponse (public vs. privé), que les pressions normatives qui pèsent sur l'individu peuvent affecter non seulement son expression à propos d'un objet social mais également ses comportements liés à l'objet. De fait, ce travail s'organise autour de deux axes de recherches. Le premier axe, se centrant sur l'expression des RS, souligne, au travers de quatre recherches (n = 952), l'impact du contexte de réponse sur l'expression des individus. On constate que la publicité des réponses, augmentant le niveau de pressions normatives, amène les sujets à mettre en place des stratégies de masquage et d'affichage liées à la désirabilité sociale. Le second axe, s'intéressant à l'impact du contexte public sur les comportements des individus, regroupe deux recherches (n = 371) dans lesquelles on propose aux participants de réaliser la tâche du dilemme itératif du prisonnier. Ces deux recherches mettent en évidence d'une part que les éléments masqués des représentations ont un impact sur les comportements des individus et d'autre part que ces mêmes comportements sont eux aussi dépendants du contexte et plus précisément des enjeux normatifs qui le caractérisent. / To what extent the public aspect of a given situation can influence the expression of our opinions and behaviors is the very question which has been leading this work of thesis. Referring to the theory of social representations (SR, Moscovici, 1961) and more precisely to the concept of masking effects described in the expression of these representations (Guimelli, 1998), we will show that because of the manipulation of the answering context (public vs. private) the normative pressures weighing on an individual can influence, not only his/her expression linked to a social object, but also his/her behaviors connected to this object. Actually this work gets organized around two main lines of research: The first part focuses on the expression of social representations and highlights the impact of the answering context on the expressions used by a group of individuals (study led through four researches n=952). It will be noticed that the public aspect of answers increases the level of normative pressures and therefore brings the subjects to set up masking and displaying strategies which directly results from a social desirability. The second part deals with the impact of the public context on the behavior of individuals (study led through two researches n=371). In this main line, the participants are invited to achieve a task called “the iterative dilemma of the prisoner”. Those two examples will bring to light, one the hand, that masked elements of representations have an impact on the individual behaviors, and on the other hand, that the very same behavior is also dependent of the context and more precisely of the normative characteristics which are at stake.