IDEAS home Printed from https://ideas.repec.org/a/rbs/ijbrss/v10y2021i7p78-86.html
   My bibliography  Save this article

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
    as

    Download full text from publisher

    File URL: https://www.ssbfnet.com/ojs/index.php/ijrbs/article/view/1358/1039
    Download Restriction: no
    File URL: https://doi.org/10.20525/ijrbs.v10i7.1358
    Download Restriction: no
    File URL: https://libkey.io/10.20525/ijrbs.v10i7.1358?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Wander Jager & Marco A. Janssen, 2002. "Stimulating diffusion of green products," Journal of Evolutionary Economics, Springer, vol. 12(3), pages 283-306.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. D’Orazio, Paola & Valente, Marco, 2019. "The role of finance in environmental innovation diffusion: An evolutionary modeling approach," Journal of Economic Behavior & Organization, Elsevier, vol. 162(C), pages 417-439.
    2. Starr, Martha A., 2009. "The social economics of ethical consumption: Theoretical considerations and empirical evidence," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 38(6), pages 916-925, December.
    3. Zhao, Rui & Zhou, Xiao & Han, Jiaojie & Liu, Chengliang, 2016. "For the sustainable performance of the carbon reduction labeling policies under an evolutionary game simulation," Technological Forecasting and Social Change, Elsevier, vol. 112(C), pages 262-274.
    4. Liobikienė, Genovaitė & Mandravickaitė, Justina & Bernatonienė, Jurga, 2016. "Theory of planned behavior approach to understand the green purchasing behavior in the EU: A cross-cultural study," Ecological Economics, Elsevier, vol. 125(C), pages 38-46.
    5. Dixon, Darcie & Mikolon, Sven, 2021. "Cents of self: How and when self-signals influence consumer value derived from choices of green products," International Journal of Research in Marketing, Elsevier, vol. 38(2), pages 365-386.
    6. Johan Jansson, 2011. "Consumer eco‐innovation adoption: assessing attitudinal factors and perceived product characteristics," Business Strategy and the Environment, Wiley Blackwell, vol. 20(3), pages 192-210, March.
    7. Cantono, Simona, 2012. "Unveiling diffusion dynamics: an autocatalytic percolation model of environmental innovation diffusion and the optimal dynamic path of adoption subsidies," Department of Economics and Statistics Cognetti de Martiis LEI & BRICK - Laboratory of Economics of Innovation "Franco Momigliano", Bureau of Research in Innovation, Complexity and Knowledge, Collegio 201222, University of Turin.
    8. Arthur Cheng-Hsui Chen & Hsiu-Hui Wu, 2020. "How Should Green Messages Be Framed: Single or Double?," Sustainability, MDPI, vol. 12(10), pages 1-16, May.
    9. Bex George Thomas & Srinivas Bollapragada, 2010. "General Electric Uses an Integrated Framework for Product Costing, Demand Forecasting, and Capacity Planning of New Photovoltaic Technology Products," Interfaces, INFORMS, vol. 40(5), pages 353-367, October.
    10. Albert Faber & Koen Frenken, 2008. "Models in evolutionary economics and environmental policy: Towards an evolutionary environmental economics," Innovation Studies Utrecht (ISU) working paper series 08-15, Utrecht University, Department of Innovation Studies, revised Apr 2008.
    11. Babutsidze, Zakaria & Chai, Andreas, 2018. "Look at me Saving the Planet! The Imitation of Visible Green Behavior and its Impact on the Climate Value-Action Gap," Ecological Economics, Elsevier, vol. 146(C), pages 290-303.
    12. M Günther & C Stummer & L M Wakolbinger & M Wildpaner, 2011. "An agent-based simulation approach for the new product diffusion of a novel biomass fuel," Journal of the Operational Research Society, Palgrave Macmillan;The OR Society, vol. 62(1), pages 12-20, January.
    13. Ciarli, Tommaso & Savona, Maria, 2019. "Modelling the Evolution of Economic Structure and Climate Change: A Review," Ecological Economics, Elsevier, vol. 158(C), pages 51-64.
    14. Ajibade, Toyin B. & Ajibade, Ezekiel T. & Muhammad-Lawal, Abdulazeez & Oloyede, Waliyat O., 2023. "Rurality Forcing the Lights On: Is This Worth It?," 97th Annual Conference, March 27-29, 2023, Warwick University, Coventry, UK 334560, Agricultural Economics Society - AES.
    15. Maggi,Elena & Vallino,Elena, 2017. "An Agent-Based Simulation of Urban Passenger Mobility and Related Policies. The Case Study of an Italian Small City," Department of Economics and Statistics Cognetti de Martiis. Working Papers 201708, University of Turin.
    16. Bertacchini, Enrico & Grazzini, Jakob & Vallino, Elena, 2013. "Emergence and Evolution of Property Rights: an Agent Based Perspective," Department of Economics and Statistics Cognetti de Martiis. Working Papers 201340, University of Turin.
    17. Elżbieta Sobczak & Dariusz Głuszczuk, 2022. "Diversification of Eco-Innovation and Innovation Activity of Small and Medium-Sized Enterprises in the European Union Countries," Sustainability, MDPI, vol. 14(4), pages 1-19, February.
    18. K. Raja & Kumar K. Kathiravelu & Chua Beng Hui & Bobby Chai Boon Hu & Neerjang Lama & Wong Tai Seng & Ramesh Kumar Moona Haji Mohamed, 2014. "Youth Perception towards Green Credential Advertisements in a Malaysian context," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 4(6), pages 186-209, June.
    19. Desmarchelier, Benoît & Djellal, Faridah & Gallouj, Faïz, 2013. "Environmental policies and eco-innovations by service firms: An agent-based model," Technological Forecasting and Social Change, Elsevier, vol. 80(7), pages 1395-1408.
    20. Hong, Zhaofu & Li, Mengfan & Han, Xiaoya & He, Xuhuai, 2020. "Innovative green product diffusion through word of mouth," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 134(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:rbs:ijbrss:v:10:y:2021:i:7:p:78-86. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Umit Hacioglu (email available below). General contact details of provider: https://edirc.repec.org/data/ssbffea.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.