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Examining factors inhibiting solar Systems adoption mediated by consumer confusion on green consumption in Bulawayo

Author

Listed:
  • Maruva Mumanyi

    (Lupane State University)

  • Bekimpilo Bhebe

    (Lupane State University)

  • Tendai Makoni

    (Great Zimbabwe University)

  • Sibongile Manzini

    (Lupane State University)

Abstract

Green marketing is a philosophy better understood and practised in developed economies. In developing countries, the concept is not fully understood and faces significant challenges that hinder its strategic implementation and the adoption of innovations by organisations and consumers. The study was motivated by the urge to examine the impact of the repressing factors encountered by solar systems consumers in Zimbabwe as they try to adopt green innovation. Similarity consumer confusion, and ambiguity are examined as mediating variables. A quantitative sample of 306 was drawn using random sampling of household numbers. A further sample of 12 was used for the qualitative survey. The explanatory sequential mixed methods design was applied. The research hypotheses were tested using structural equation modeling - SmartPLS, while qualitative data were processed using the reflexive thematic approach in NVivo version 12. The study established that the exorbitant cost of solar systems in Zimbabwe was one of the significant repressing factors. Additionally, greenwashing and green myopia were found to have a profound negative impact on the green marketing philosophy as they are proven antecedents of consumer confusion militating against the adoption of solar systems. The study recommended the facilitation of local production of solar systems and the introduction of subsidies on high-quality solar systems to ease the burden on consumers.

Suggested Citation

  • Maruva Mumanyi & Bekimpilo Bhebe & Tendai Makoni & Sibongile Manzini, 2025. "Examining factors inhibiting solar Systems adoption mediated by consumer confusion on green consumption in Bulawayo," International Journal of Business and Management (IJBM), International Emerging Scholars Society (IESS), New Zealand, vol. 4(2), pages 81-117, March.
    • Handle: RePEc:cwd:ijbmnz:v:4:y:2025:i:2:p:81-117
    DOI: 10.56879/ijbm.v4i2.118
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    References listed on IDEAS

    as
    1. Nada Jabbour Al Maalouf & Elie Sayegh & Diala Inati & Nada Sarkis, 2024. "Consumer Motivations for Solar Energy Adoption in Economically Challenged Regions," Sustainability, MDPI, vol. 16(20), pages 1-22, October.
    2. Deimena Kiyak & Rasa Grigoliene, 2023. "Analysis of the Conceptual Frameworks of Green Marketing," Sustainability, MDPI, vol. 15(21), pages 1-20, November.
    3. Lavinia Denisia Cuc & Corina Pelau & Silviu-Gabriel Szentesi & Grigorie Sanda, 2022. "The Impact of Green Marketing on the Consumers’ Intention to Buy Green Products in the Context of the Green Deal," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 24(60), pages 330-330, April.
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