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Adoption and consumption patterns of green products: An exploratory study amongst green consumers in Durban

Author

Listed:
  • Obed Freedom Chauke

    (Durban University of Technology)

  • Tshepo Tlapana

    (Walter Sisulu University)

  • Raymond Hawkins-Mofokeng

    (Durban University of Technology)

Abstract

Green marketing has evolved, although the market share of green products remains considerably low. Green products are part of comprehensive green marketing, and this sort of marketing has progressed to the point that practically every consumer is aware of it. The study focuses on the factors that influence the adoption and consumption patterns of green goods in the greater Durban area. The study used a quantitative, non-probability, and random sampling strategy to discover consumers' sentiments toward the purchase of green products. The data was collected through the use of questionnaires and analyzed using the SPSS. The sample size was 384 customers from retail malls in selected Durban suburbs, representing a wide demographic and cultural background. The study's findings revealed that customers in the greater Durban area are aware of green products. Green products, on the other hand, are regarded as affluent due to their high pricing. This means that companies developing green products will have to look for ways to cut their pricing. The survey also reveals that when customers must pick between green and non-green items, pricing is a crucial factor. The study's findings are limited to the confines of the wider Durban area and cannot be extrapolated. Key Words:Green Products, Green Marketing, Green Consumer, Consumer Consumption Patterns, Awareness of Green Products

Suggested Citation

  • Obed Freedom Chauke & Tshepo Tlapana & Raymond Hawkins-Mofokeng, 2021. "Adoption and consumption patterns of green products: An exploratory study amongst green consumers in Durban," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 10(7), pages 78-86, October.
    • Handle: RePEc:rbs:ijbrss:v:10:y:2021:i:7:p:78-86
    DOI: 10.20525/ijrbs.v10i7.1358
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    References listed on IDEAS

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    1. Wander Jager & Marco A. Janssen, 2002. "Stimulating diffusion of green products," Journal of Evolutionary Economics, Springer, vol. 12(3), pages 283-306.
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