Green consumerism : a way forward in South Africa? : a case study in Pietermaritzburg.

Abstract

The study assessed the possible significance of Green Consumerism in South Africa. Different meanings of "green" are explained. Consumer preferences for some green products was examined. An analysis of the attitudes and actions of South African consumers to green products and services was completed in two suburbs, of Pietermaritzburg, as a case study. Though there was a significant difference in total household income between shoppers in the two suburbs there was no significant difference between their respective green expenditure. Consumers generally preferred cheaper conventional products to more expensive green products. Consumers considered price as the most important factor when making purchasing choices and the higher the price differential, the more likely consumers are to select cheaper conventional products rather than green alternatives. Public education, government intervention in the form of lower taxes or subsidies for green products and encouragement of green movements are required if Green Consumerism is to become a meaningful alternative in South Africa.