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Environmental purchase behaviour concerns of African Generation Y students in South Africa

Author

Listed:
  • Costa Synodinos

    (North-West University)

Abstract

Preserving the natural environment has rapidly become a pressing matter amongst the youth in South Africa. This may result from the youth or Generation Y individuals being inundated with information pertaining to the deteriorating state of the natural environment. This tech-savvy cohort has grown up with environmental issues constantly being placed in the spotlight both towards them and on a worldwide scale. Consequently, heightened environmental awareness and environmental concern have kick-started green consumerism in South Africa and organisations have begun to notice. Corporate social responsibility (CSR) is a popular tool used in business practices to gain a competitive advantage targeted at environmentally conscious consumers. However, studies show that CSR does not always guarantee green purchase behaviour, especially when targeting the ambivalent Generation Y cohort. The focus of this study was to determine the effect environmental knowledge, attitude and subjective norm have towards African Generation Y students? green purchase behaviour in the South African context. The 332 data points were collected from full-time students currently enrolled in four South African higher education institutions in the Gauteng province. Statistical methods used to analyse the data included internal-consistency reliability and validity measures, descriptive statistics and structural equation modeling. The results indicate that African Generation Y students consider themselves to be knowledgeable over environmental issues, possess positive environmental attitudes and subjective norms. Additionally, these aspects positively predict African Generation Y students environmental purchase behaviour. The implications of this study will aid both practitioners and business organisations who are aiming to target the lucrative Generation Y cohort and gain a competitive advantage by implementing environmental practices.

Suggested Citation

  • Costa Synodinos, 2019. "Environmental purchase behaviour concerns of African Generation Y students in South Africa," Proceedings of International Academic Conferences 9912363, International Institute of Social and Economic Sciences.
    • Handle: RePEc:sek:iacpro:9912363
    as

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    References listed on IDEAS

    as
    1. Marko Sarstedt & Erik Mooi, 2014. "The Market Research Process," Springer Texts in Business and Economics, in: A Concise Guide to Market Research, edition 2, chapter 2, pages 11-23, Springer.
    2. Yadav, Rambalak & Pathak, Govind S., 2017. "Determinants of Consumers' Green Purchase Behavior in a Developing Nation: Applying and Extending the Theory of Planned Behavior," Ecological Economics, Elsevier, vol. 134(C), pages 114-122.
    3. Marko Sarstedt & Erik Mooi, 2014. "A Concise Guide to Market Research," Springer Texts in Business and Economics, Springer, edition 2, number 978-3-642-53965-7, October.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    environmental knowledge; attitudes; subjective norms; green purchase behaviour; Generation Y students; South Africa;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Q59 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Other

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