Abstract
Global warming, pollution and climate change are some of the problems that have become an increasingly concerning issue internationally. Environmental deterioration has led to businesses changing the way in which they conduct themselves, leading to the emergence of green marketing. A considerable amount of research has been conducted on green marketing and consumer behavior, mainly, in developed countries. There is, however, a noticeable dearth of knowledge pertaining to consumers in South Africa. Thus, the aim of this paper is to examine, at an exploratory level, the influence of green marketing on the purchasing behavior of South African consumers. A survey was conducted on a sample of 100 consumers using a quantitative, exploratory and descriptive design. The results indicate that South African citizens have high knowledge levels on the issues facing the environment. Elements of the green marketing mix, specifically, green promotion, were found to raise awareness and encourage positive change in consumption behavior. A large proportion of respondents preferred to patronize socially responsible retailers. Furthermore, respondents preferred green products over standard alternatives. However, they were price sensitive which affected their purchasing decisions. It emerged that there was no significant difference between low and high income earners in terms of price sensitivity, and no significant difference between lower and higher qualified respondents in terms of knowledge and awareness of environmental degradation and green marketing
Highlights
One of the main goals of marketing is to reach the consumer at the moment that most influences their purchase decision
A study into psychographics and green marketing is suggested, as this could give direction to segmentation and targeting decisions. This exploratory study sought to investigate the influence of green marketing on the purchasing behavior of South African consumers
It emerged that respondents strongly felt that green marketing influenced their purchasing behavior, and that there was no significant correlation between age and green marketing motivating consumers to change their consumption behavior
Summary
One of the main goals of marketing is to reach the consumer at the moment that most influences their purchase decision. Global warming, climate change and pollution are some of the concerns that have been raised internationally and have resulted in more consumers becoming aware of environmental challenges confronting them. These environmental challenges have gained prominence in the business environment, as well as in the public domain. The aim of the study, is to examine, at an exploratory level, the influence of green marketing on the purchasing behavior of South African consumers. This study is important because it is an attempt to address the dearth of research on the attitudes, perceptions and behavior of South African consumers on green marketing. The study will be beneficial to marketers, as it will ascertain the factors that influence consumer purchase decisions for green products, helping organizations to design an appropriate green marketing mix
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