Eco-friendly Retail Product Attributes, Customer Attributes and the Repurchase Intentions of South African Consumers

Abstract

Purpose –Consumers are becoming progressively aware of the significance of eco-friendly activities, and their environmental consciousness drives them to consume eco-friendly products and services more, and prefer to support organisations that favor conservational practices. Increased environmental impacts bring a rise in concerns locally and globally, on sustainability issues aimed at reducing non-conservative consumption patterns. Retail organisations are increasingly developing and marketing eco-friendly retail products to promote sustainable, eco-friendly consumption patterns. The purpose of this paper is to examine the relationships between eco-friendly retail product attributes and South African consumers’ eco-friendly product repurchase intentions.Design/methodology/approach – A survey approach was employed involving 241 consumers in Southern Gauteng. Confirmatory factor analysis and structural equation analysis were conducted respectively to test the reliability and validity of the scales as well as the proposed hypotheses.Research findings– Retail product consumers’ response to the attributes of eco-friendly products is still important in predicting their eco-friendly product repurchase intentions. South African consumers’ eco-friendly attributes moderate their environmental sensitivity, hence their repurchase intentions.Practical implications – It is not enough to retailers and wholesalers to promote sustainable and recyclable packaging materials. They must also improve eco-friendly product-related attributes to satisfy consumer needs better, and should be cautious in the direct and moderating effect of eco-friendly customer-related attributes in devising marketing plans to promote eco-friendly products.Originality/value – The paper contributes to research by advancing understanding of how consumers make their repurchase intentions of eco-friendly retail products, providing retailers with managerial insights. The paper also presents limitations and directions for future research.