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Cited by 104Environmental Sustainability in BusinessSustainable Supply Chain ManagementConsumer Retail Behavior Studies

The DOI matches its Crossref record; 13 of the 13 references it cites were found in a registry or an index.

The influence of green marketing on consumer purchase behavior

Open access
P. Govender, Jeevarathnam, L. Govender, Tushya·2016·Environmental Economics
DOI 10.21511/ee.07(2).2016.8
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Abstract

Global warming, pollution and climate change are some of the problems that have become an increasingly concerning issue internationally. Environmental deterioration has led to businesses changing the way in which they conduct themselves, leading to the emergence of green marketing. A considerable amount of research has been conducted on green marketing and consumer behavior, mainly, in developed countries. There is, however, a noticeable dearth of knowledge pertaining to consumers in South Africa. Thus, the aim of this paper is to examine, at an exploratory level, the influence of green marketing on the purchasing behavior of South African consumers. A survey was conducted on a sample of 100 consumers using a quantitative, exploratory and descriptive design. The results indicate that South African citizens have high knowledge levels on the issues facing the environment. Elements of the green marketing mix, specifically, green promotion, were found to raise awareness and encourage positive change in consumption behavior. A large proportion of respondents preferred to patronize socially responsible retailers. Furthermore, respondents preferred green products over standard alternatives. However, they were price sensitive which affected their purchasing decisions. It emerged that there was no significant difference between low and high income earners in terms of price sensitivity, and no significant difference between lower and higher qualified respondents in terms of knowledge and awareness of environmental degradation and green marketing

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Research works printed but not linked: 8

  1. Abzari, M., Faranak, S.S., Sharbiyani, A.A. and Morad, A.P. (2013). Studying the effect of green marketing on market share increase, European Journal of Natural and Social Sciences (online), 2(3), pp. 641-653. Available at: http://www.google.co.za/url?sa=t&rct=j&q=&esrc=s&source=web&cd=5&ved=0CDsQFjAE&url=http%3A%2F %2Feuropean-science.com [Accessed: 15 November 2015].
  2. Anvar, M. and Venter, M. (2014). Attitudes and Purchase Behavior of Green Products among Generation Y Con- sumers in South Africa, Medditerranean Journal of Social Sciences (online), 5(21), pp. 183-194. Available at: http://www.mcser.org/journal/index.php/mjss/article/viewFile/4101 [Acessed 28 August 2015].
  3. Bhatia, M. and Jain, A. (2013). Green Marketing: A Study of Consumer Peception and Preferences in India, Elec- tronic Green journal (online), 1(36), pp. 1-19. Available at: http://escholarship.org/uc/item/5mc39217#page-[Ac- cessed: 01 November 2015].
  4. Dagher, G.K. and Itani, O. (2014). Factors Influencing Green Purchasing Behavior: Empirical evidence from the Lebanese consumers. Journal of Consumer Behavior (online), 13(3), pp. 188-195. Available at: http://onlinelibrary.wiley.com/doi/10.1002/cb.1482/full [Accessed: 01 September 2015]. · DOI
  5. Diglel, A. and Yazdanifard, R. (2014). Green marketing and its Influence on Buying Behavior and the Attitudes of Purchasers towards Eco-friendly products, Global journal of Management and Business Research (online), 7(11), pp. 11-18. Available at: http://www.academia.edu/9999132/Green_Marketing_It_s_Influence_on_Buying_ Behavior_and_Attitudes_of_the_Purchasers_towards_Eco-Friendly_Products [Accessed: 07 November 2015].
  6. Sawant, R., (2015). A Study on Awareness and Demand Pattens Amongst Consumers W.R.T Green products. Journal of Marketing and Technology (online), 5(1), pp. 136-148, Available at: http://search.proquest.com. dutlib.dut.ac.za/docview/1643410886?pq-origsite=summon [Accessed: 16 August 2015].
  7. Sharma, P. (2015). Green Marketing -Exploratory Research on Consumers in Udaipur City. Journal of Applied Research (online), 5(1), pp. 254-257, Available at: http://www.theglobaljournals.com/ijar/articles.php?val= NTUyMw==&b1=349&k=88 [Accessed: 13 July 2015].
  8. Singh, S. (2012). Green Marketing: Challenges and Strategy in the changing scenario. International Journal of Advanced Research in Management and Social Sciences (online), 1(6), pp. 164-172. Available at: http://garph.co.uk/IJARMSS/Dec2012/13.pdf [Accessed: 05 August 2015]

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Metadata

Authors
P. Govender, J., & L. Govender, T.
Affiliations
B.Tech., Research Assistant, Department of Marketing, Durban University of Technology, South Africa
Venue
Environmental Economics
Publisher
LLC CPC Business Perspectives
Published
2016-06-03
Volume
7
Issue
2
Pages
77-85
ISSN
  • 1998-6041 (ISSN-L)
  • 1998-605X
DOI
10.21511/ee.07(2).2016.8
OpenAlex
W2510641847
Cited by
104
References
13
Citations by year
2026: 6 · 2025: 16 · 2024: 11 · 2023: 24 · 2022: 10 · 2021: 16 · 2020: 12 · 2019: 6 · 2018: 1 · 2017: 2
FWCI
6.24
Type
journal article
Language
en
Open access
Licence
Locations
  • Environmental Economics (publishedVersion, public-domain)
  • DOAJ (DOAJ: Directory of Open Access Journals) (submittedVersion)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Environmental Sustainability in Business
  • Social Sciences › Business, Management and Accounting › Strategy and Management › Sustainable Supply Chain Management
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Retail Behavior Studies
Keywords
green marketing, consumer purchase behavior, green products, green promotion, green marketing mix, price sensitivity, environmental awareness, South African consumers, income and education differences

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