Customer perception of green marketing in the South African retail sector

Green marketing has recently become essential to companies as environmental relevance grows worldwide. Green marketing implies focusing on developing a company's strategy in creating products, promotion, and distribution concerning ecological balance in conserving natural resources. This study assessed customer perception of green marketing within the South African retail sector. A descriptive, quantitative, and cross-sectional design was adopted for the study. Data were derived from a simple random sample of 150 respondents using a self-administered structured questionnaire. Data analysis was done through descriptive statistics using the Statistical Package for Social Sciences. This study observed green marketing variables such as eco-labelling, environmental aspects, and green advertisement affect customers' purchasing behaviour. These findings could assist companies and marketing practitioners who wish to exploit environmentally sensitive consumers. In this regard, it is crucial for firms to actively assume green marketing strategies as one of the methods of adjusting to changeable customer sentiments. This study has contributed to literature on green marketing from the developing world with specific reference to the retail sector in South Africa