Green Product Management: An Emerging Market Perspective in South Africa

Abstract

The importance of green product strategies cannot be overemphasised. As consumers become green-conscious and external forces such as the climate change force companies to be green responsible, companies have no choice but to adopt green product strategies. The climate change, drought and shortage of electricity are some issues affecting green marketing in South Africa (SA). However, not all consumers buy green products. The purpose of the chapter is, therefore, to determine factors influencing the adoption of green products by consumers in emerging markets of South Africa. Research has indicated that green product adoption practices in SA are still growing; therefore, an understanding of the factors influencing green products adoption in SA would enhance the marketing of green products.