Attitudes and purchase behaviour of green products among Generation Y consumers in South Africa

Abstract

The purpose of this study was to determine what factors influence attitudes and purchase behaviour of green products among Generation Y consumers in South Africa. The factors that were under investigation in this study were social influence, environmental awareness and price. Further, this study aimed to investigate whether consumer attitudes can in fact influence consumers’ purchase behaviour of green products. A quantitative approach was used for data gathering. Data collection was conducted by means of self-administered questionnaires among 200 students between the ages of 18 to 23. The data was analysed by using statistical methods such as simple and multiple linear regressions. The results from the study indicated that social influence, environmental awareness and price, positively influence individuals’ attitudes towards green products. The effect of attitude on buying behaviour was also positive; hence consumers with positive attitudes towards green products are more likely to purchase green products. Further, the findings indicated that there is indeed a difference between males and females with regards to buying behaviour of green. The findings of the study will provide marketers with a clearer understanding as to how they can influence Generation Y’s attitude and buying behaviour towards green products. With the Generation Y cohort being of crucial importance to marketers, companies can drive sales and increase market share through appropriate marketing strategies. This is essential for a developing country such as South Africa, and among Generation Y consumers whom will play an active role in the future global economy.