Abstract

ELLIS, Debbie  and  MKHIZE, Njabulo. Predictors of an emerging market sub-segment of consumers' green behaviour. JCMAN [online]. 2025, vol.22, n.1, pp.100-118. ISSN 1815-7440.  https://doi.org/10.35683/jcman1092.283.

PURPOSE OF THE STUDY: This study attempts to address this gap by understanding the predictors of green behaviour in an emerging market. Emerging markets are important to understand in this regard as they are said to be the most impacted by climate change. Investigating consumers in emerging markets also avoids a generalisation of developed country findings to the context of developing countries DESIGN/METHODOLOGY/APPROACH: A descriptive research design with a quantitative approach and questionnaire was used to test the conceptual model developed from the literature FINDINGS: Awareness of Environmental Issues was found to be a predictor of Green Consumer Behaviour (GCB), as was Perceived Consumer Effectiveness. Environmental concern however, was found not to be a significant predictor for GCB. Future research could unpack possible reasons for the lack of certain behaviours RECOMMENDATIONS/VALUE: For theoretical advancement, this study contributes to the broader knowledge of the predictors of green consumer behaviour in an emerging country, from the Global South, a context where limited research has been conducted MANAGERIAL IMPLICATIONS: Policy makers and social marketers campaigning for sustainable behaviours need to raise awareness of environmental issues as well as address the perceptions of respondents who think that their individual efforts do not contribute to a more sustainable world JEL CLASSIFICATION: M31

Keywords : Emerging market; environmental awareness; environmental concern; green consumer behaviour; perceived consumer effectiveness.

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