Year: 2020
Type: dissertation
Study design: Observational Study
Abstract: Rapid worldwide economic growth has given rise to increased consumption by consumers, raising \nconcern about the ecological decline and overconsumption of natural resources. Environmental \nsustainability issues and problems encountered around the world are affecting and altering the \nconsumption patterns of humans lives and actions. Stimulated by the seriousness of the deterioration of \nthe environment, consumers’ attitudes and behaviours in consumption matters are steadily changing, \nbut consumption levels of sustainable products in South Africa are still low. Factors such as perceived \nhigh price, perceived inferior quality of green products, and greenwashing has been found in some \nstudies to affect consumers’ perceptions of green products. The focus of this study was to determine the \nextent to which these negative perceptions limit consumers’ green consumption amongst a sample of \nSouth African consumers. To understand the factors potentially limiting green behavioural intentions \nthe following factors were investigated: perceived quality, perceived price, social value, environmental \nconcern, trust in green products and demographics. A casual research design with a survey of 301 adult \nrespondents was used. Descriptive analysis of the profile of the sample presented, and the subsequent \nanalysis of the reliability and validity tests carried out. Univariate analysis was also carried out and to \nconclude, a multivariate analysis was examined to determine how well the independent variables predict \nthe dependent variable and to test the hypotheses. \nFindings showed that the independent variables (perceive quality, perceived trust, environmental \nconcern, and social value) positively influence South Africa consumers’ intention to purchase green \nproducts, while perceived price had a negative influence. However, the two main variables that had a \ngreater impact were environmental concern and perceived trust. The perceived higher price of green \nproducts was found to be a significant but relatively minor constraint’ to consumers purchasing these \nproducts. Given the major findings from this study, it is recommended that green products should be \nadvertised more intensively and positioned in a way that portrays the benefits that are associated with \npurchasing and using them. This will raise awareness and trust in green products and may reduce the \nsensitivity to the higher prices. Marketers should invest in the quality of green products and both \nmarketers and government should put in place environmental awareness campaigns to increase green \nconsumer knowledge on the effect of not going green on the environment. This will raise a concern and \nin turn intention for green consumption. Limitations are identified and recommendations for future \nresearch are proposed.
Author: Aigbe, Vivian Chineye Ofili.
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7043821389