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Understanding green purchase behaviour among millennial consumers in South Africa
Dissertation (MBA)--University of Pretoria, 2023
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| Other Authors: | |
| Format: | Thesis |
| Language: | English |
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University of Pretoria
2024
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| _version_ | 1867613678663106560 |
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| access_status_str | Open Access |
| author | Mabaso, Boitumelo |
| author2 | Osakwe, Christian Nedu |
| author_browse | Mabaso, Boitumelo Osakwe, Christian Nedu |
| author_facet | Osakwe, Christian Nedu Mabaso, Boitumelo |
| author_sort | Mabaso, Boitumelo |
| collection | Thesis |
| dc_rights_str_mv | © 2023 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. |
| description | Dissertation (MBA)--University of Pretoria, 2023 |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/95845 |
| institution | University of Pretoria (South Africa) |
| language | English |
| last_indexed | 2026-06-10T12:39:58.102Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2024 |
| publishDateRange | 2024 |
| publishDateSort | 2024 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/95845 Understanding green purchase behaviour among millennial consumers in South Africa Mabaso, Boitumelo Osakwe, Christian Nedu Green purchase behaviour Intention-behaviour gap Millennials Theory of planned behaviour Quantitative research Dissertation (MBA)--University of Pretoria, 2023 Context and Objective: This study examined green purchase behaviour within a sample of 189 millennials in South Africa having a relatively high standard of living, namely living standard measure (LSM 8) and above, with the sole purpose of trying to identify the key antecedents that contribute most significantly to green purchase behaviour among millennials and how their green purchase intentions transition into actual behaviour. Methodology: Using an extended theory of planned behaviour, the research added environmental concern and personal norms to predict positive attitudes towards eco-friendly behaviour and determine if willingness to pay and perceived consumer effectiveness affect the translation of intention to behaviour. The data analysis was performed using the partial least squares structural equation modelling technique (PLS-SEM), as this is a suitable technique for analysing data for green studies. Findings: The findings show a significant relationship between environmental concerns, personal norms, and consumers' attitudes towards green products. These attitudes were found to be strong predictors of green purchase intentions. However, these intentions only moderately affected actual green purchase behaviour. Contrary to expectations, subjective norms did not significantly influence green purchase intentions, and the hypothesised moderation of willingness to pay and perceived consumer effectiveness on actual purchase behaviour was not substantiated. pagibs2024 2024-05-08T06:12:29Z 2024-05-08T06:12:29Z 2024-04-17 2024-04-17 Mini Dissertation * A2024 http://hdl.handle.net/2263/95845 en © 2023 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. application/pdf University of Pretoria |
| spellingShingle | Green purchase behaviour Intention-behaviour gap Millennials Theory of planned behaviour Quantitative research Mabaso, Boitumelo Understanding green purchase behaviour among millennial consumers in South Africa |
| title | Understanding green purchase behaviour among millennial consumers in South Africa |
| title_full | Understanding green purchase behaviour among millennial consumers in South Africa |
| title_fullStr | Understanding green purchase behaviour among millennial consumers in South Africa |
| title_full_unstemmed | Understanding green purchase behaviour among millennial consumers in South Africa |
| title_short | Understanding green purchase behaviour among millennial consumers in South Africa |
| title_sort | understanding green purchase behaviour among millennial consumers in south africa |
| topic | Green purchase behaviour Intention-behaviour gap Millennials Theory of planned behaviour Quantitative research |
| url | http://hdl.handle.net/2263/95845 |
| work_keys_str_mv | AT mabasoboitumelo understandinggreenpurchasebehaviouramongmillennialconsumersinsouthafrica |