Factors influencing the green purchase behaviour of millennials: An emerging country perspective

Abstract

The study investigates the determinants of green purchase behaviour amongst the millennial cohort in an emerging market of South Africa. The research was theoretically grounded on the diffusion of innovation and the theory of planned behaviour models. A descriptive quantitative research design was followed and primary data was gathered using a self-administered questionnaire. A total of 355 complete responses were suitable for analysis. A partial least squares structural equation modelling technique was used to determine the significance of the interrelationships between the items measuring the study's constructs. Furthermore, the measurement and structural models were assessed. The findings concluded that all the significant independent variables (relative advantage, compatibility and observability) explained 84.0% of the variance in attitude towards green purchase behaviour. Attitudes, subjective norm and perceived behavioural control explained 83.4% of the variance in behavioural intention towards green purchase behaviour and behavioural intention explained 24.2% of the variance in adoption behaviour. It is therefore important for the green industry of South Africa to cultivate the adoption behaviours of green products towards their customer base, thereby securing Nombulelo Dilotsotlhe

Exploring attitude-behaviour inconsistencies in organic food consumption during the COVID-19 pandemic in the Klang Valley, Malaysia

“…In a variety of green/pro-environmental fields, TPB has been hailed as a crucial theoretical lens for anticipating consumer intention as well as behaviour ( Dilotsotlhe, 2021 ). In more detail, the theory's applicability and robustness have been demonstrated in a number of studies looking at recycling behaviours ( Khan et al, 2019 ), green apparel ( Nam et al, 2017 ), energy efficient products ( Gao et al, 2017 ), organic food choices ( Rana and Paul, 2017 ), green hotels and restaurants ( Chen and Tung, 2014 ), and environmentally friendly cars ( Chen and Peng, 2012 ).…”

Assessing Young Adult Consumers’ Responses to Green Personal Care Products: Insights from Extended Theory of Planned Behavior

“…Perceived behavioral control was found to have a significant and positive influence on purchase behaviour in two studies (Wang et al, 2014;Du & Han, 2012). However, Dilotsotlhe (2021) revealed that perceived behavioral control had no impact on predicting adoption behaviour.…”

Why millennials of smart city are willing to pay premium for toxic-free food products: social media perspective

“…Three items of SMI were taken from Pop et al (2020) and Saeed et al (2019). Att was measured using four items taken from Dhir et al (2021) and Dilotsotlhe (2021). Three items adopted from Paul et al (2016) and Shukla (2019) were used to check SN.…”

“…Att was measured using four items taken from Dhir et al. (2021) and Dilotsotlhe (2021). Three items adopted from Paul et al.…”