Green Product Management: An Emerging Market Perspective in South Africa

Makhitha, K.M.

doi:10.1007/978-3-030-74065-8_7

Cited by 1 publication

(2 citation statements)

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“…Lee (2010) further added that environmental knowledge involves the basic knowledge a person has about the action they can take to protect the environment. This calls for organisations to create awareness of green product attributes so as to influence consumers' attitudes and behaviours towards green clothing products (Makhitha, 2021).…”

Section: Environmental Knowledgementioning

confidence: 99%

“…Because of fast fashion, nearly 20% of all textile products result in waste, which increases the environmental footprint of clothing products (Niinimäki et al, 2020). Globally, clothing companies are under severe pressure due to environmental pollution and other issues such as the exploitation of workers -factors that have influenced consumer behaviour towards products that are not environmentally compliant (Makhitha, 2021).…”

Section: Introductionmentioning

confidence: 99%

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The effect of green purchase intention on emerging market consumers’ clothing purchase behaviour in South Africa

Makhitha

2024

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The purpose of this study was to determine the influence of the green purchase intention of emerging market consumers on their green purchase behaviour in South Africa. The calls by the United Nations’ (UN) Sustainable Development Goals (SDGs) for consumers and organizations to act and behave sustainably have generated much interest in green consumer behaviour. In SA, calls have also been made for clothing companies to create awareness about the impact of clothing buyer behaviour on the environment. Organizations should also enhance consumer knowledge of their green buying behaviour and the effect this has on the environment. A survey was conducted online among the emerging consumers in Soweto, Johannesburg, targeting 300 respondents. The results confirmed that environmental knowledge and social/peer influence have an impact on green purchase intention and that green purchase intention does influence consumer behaviour. The effect of green purchase intention on green clothing behaviour was found to be higher than the effect of environmental knowledge and social/peer pressure on purchase intention. Clothing firms and policymakers should focus on raising awareness, disseminating information, and using peer pressure to enhance customers' inclination to make environmentally friendly purchases. This, in turn, will impact the buying behaviour of consumers in emerging markets.

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Section: Environmental Knowledgementioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%