Factors influencing the green purchase behaviour of millennials: An emerging country perspective

The study investigates the determinants of green purchase behaviour amongst the millennial cohort in an emerging market of South Africa. The research was theoretically grounded on the diffusion of innovation and the theory of planned behaviour models. A descriptive quantitative research design was f...

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Autor principal:	Nombulelo Dilotsotlhe
Formato:	article
Lenguaje:	EN
Publicado:	Taylor & Francis Group 2021
Materias:	green purchase behaviour millennials attitudes behavioural intention perceived behavioural control adoption behaviour Business HF5001-6182 Management. Industrial management HD28-70
Acceso en línea:	https://doaj.org/article/f19e11311410481abe22d6843506c27d
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spelling	oai:doaj.org-article:f19e11311410481abe22d6843506c27d2021-12-02T14:30:20ZFactors influencing the green purchase behaviour of millennials: An emerging country perspective2331-197510.1080/23311975.2021.1908745https://doaj.org/article/f19e11311410481abe22d6843506c27d2021-01-01T00:00:00Zhttp://dx.doi.org/10.1080/23311975.2021.1908745https://doaj.org/toc/2331-1975The study investigates the determinants of green purchase behaviour amongst the millennial cohort in an emerging market of South Africa. The research was theoretically grounded on the diffusion of innovation and the theory of planned behaviour models. A descriptive quantitative research design was followed and primary data was gathered using a self-administered questionnaire. A total of 355 complete responses were suitable for analysis. A partial least squares structural equation modelling technique was used to determine the significance of the interrelationships between the items measuring the study’s constructs. Furthermore, the measurement and structural models were assessed. The findings concluded that all the significant independent variables (relative advantage, compatibility and observability) explained 84.0% of the variance in attitude towards green purchase behaviour. Attitudes, subjective norm and perceived behavioural control explained 83.4% of the variance in behavioural intention towards green purchase behaviour and behavioural intention explained 24.2% of the variance in adoption behaviour. It is therefore important for the green industry of South Africa to cultivate the adoption behaviours of green products towards their customer base, thereby securing the further growth of this niche market segment and enhancing purchase behaviours in the long run.Nombulelo DilotsotlheTaylor & Francis Grouparticlegreen purchase behaviourmillennialsattitudesbehavioural intentionperceived behavioural controladoption behaviourBusinessHF5001-6182Management. Industrial managementHD28-70ENCogent Business & Management, Vol 8, Iss 1 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	green purchase behaviour millennials attitudes behavioural intention perceived behavioural control adoption behaviour Business HF5001-6182 Management. Industrial management HD28-70
spellingShingle	green purchase behaviour millennials attitudes behavioural intention perceived behavioural control adoption behaviour Business HF5001-6182 Management. Industrial management HD28-70 Nombulelo Dilotsotlhe Factors influencing the green purchase behaviour of millennials: An emerging country perspective
description	The study investigates the determinants of green purchase behaviour amongst the millennial cohort in an emerging market of South Africa. The research was theoretically grounded on the diffusion of innovation and the theory of planned behaviour models. A descriptive quantitative research design was followed and primary data was gathered using a self-administered questionnaire. A total of 355 complete responses were suitable for analysis. A partial least squares structural equation modelling technique was used to determine the significance of the interrelationships between the items measuring the study’s constructs. Furthermore, the measurement and structural models were assessed. The findings concluded that all the significant independent variables (relative advantage, compatibility and observability) explained 84.0% of the variance in attitude towards green purchase behaviour. Attitudes, subjective norm and perceived behavioural control explained 83.4% of the variance in behavioural intention towards green purchase behaviour and behavioural intention explained 24.2% of the variance in adoption behaviour. It is therefore important for the green industry of South Africa to cultivate the adoption behaviours of green products towards their customer base, thereby securing the further growth of this niche market segment and enhancing purchase behaviours in the long run.
format	article
author	Nombulelo Dilotsotlhe
author_facet	Nombulelo Dilotsotlhe
author_sort	Nombulelo Dilotsotlhe
title	Factors influencing the green purchase behaviour of millennials: An emerging country perspective
title_short	Factors influencing the green purchase behaviour of millennials: An emerging country perspective
title_full	Factors influencing the green purchase behaviour of millennials: An emerging country perspective
title_fullStr	Factors influencing the green purchase behaviour of millennials: An emerging country perspective
title_full_unstemmed	Factors influencing the green purchase behaviour of millennials: An emerging country perspective
title_sort	factors influencing the green purchase behaviour of millennials: an emerging country perspective
publisher	Taylor & Francis Group
publishDate	2021
url	https://doaj.org/article/f19e11311410481abe22d6843506c27d
work_keys_str_mv	AT nombulelodilotsotlhe factorsinfluencingthegreenpurchasebehaviourofmillennialsanemergingcountryperspective
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Factors influencing the green purchase behaviour of millennials: An emerging country perspective

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