University of KwaZulu-Natal students’ perceptions of green branding at Woolworths.
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Environmental concern emerges as the most significant predictor of green purchase intention (Yadav, 2014). The purpose of the study was to ascertain the extent to which university students at the University of KwaZulu-Natal are open to the notion of green branding and green marketing by leading brands. This study chose to focus on UKZN students across various faculties in order to find out how their perceptions and purchase decisions making is affected by issues such as green marketing and if it at all influences their lives when choosing between brands and their loyalty to organisations such as Woolworths, which appears as one of the top 5 brands in terms of Grocery stores in the Top Brand Survey (“Sunday Times: Top Brands Survey”, 2015) When making food purchases in the past it has not always been a consideration of customers to be concerned with the effect that their consumption has on the environment. Data was collected through survey based method suing structured questionnaires, where a hypothesized model was used. The researcher used a questionnaire which had a five-point Likert scale where the simple random sampling technique was used. This questionnaire was administered to a sample of 383 registered students. The study used the Theory of Planned Behaviour (TPB) as its theoretical framework and attempted to extend this further. The research aims to explore the state of mind amongst tertiary level students, in order to assist with managing effective brand communication through empowering consumers with knowledge and arming them with the ability to make the correct purchasing decisions for the future.