Abstract
This study employs the Legitimacy Theory and Self-efficacy Theory to examine the potential role of green marketing tools in fostering green eating behaviour. Using the mall-intercept technique at major retailers, data were collected using a self-administered questionnaire survey on South African consumers who regularly buy green products. Data analysis was conducted with the aid of the Statistical Package for the Social Sciences (SPSS) 22.0.The results indicate that South African consumers are significantly influenced by eco-labels and eco-brands when buying green products. The study, however, shows a negative relationship between green advertising and green eating efficacy. It also reveals a positive relationship between green eating efficacy and green eating behaviour. The findings of the study highlighted important implications and policy directions that marketers and policy makers may implement in order to promote green eating behaviour.
Highlights
The growth in environmental concern continues to permeate contemporary consumer buyer behaviour (Mourad and Amed, 2012)
The use of green marketing tools such as eco-labels, eco-brands and green advertising are central to the green marketing strategy aimed at promoting sustainable consumption (Tzilivakis, Green, Warner, McGeevor and Lewis, 2012)
Despite the growth in green advertising, eco-labels and eco-brands, little is known about their effect on green eating efficacy and green eating behaviour
Summary
The growth in environmental concern continues to permeate contemporary consumer buyer behaviour (Mourad and Amed, 2012). This concern steers the adoption of a new consumption epoch known as sustainable consumption (Lee, 2014). The use of green marketing tools such as eco-labels, eco-brands and green advertising are central to the green marketing strategy aimed at promoting sustainable consumption (Tzilivakis, Green, Warner, McGeevor and Lewis, 2012). The integration of green marketing tools into the conventional marketing mix is part of the ‘going-green-trek’ aimed at promoting sustainable consumption (Belz and Peattie, 2009; Rahbar and Wahid, 2011; Magali, Francis and Hulten, 2012). Despite the growth in green advertising, eco-labels and eco-brands, little is known about their effect on green eating efficacy and green eating behaviour
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
