The green marketing mix, sustainability awareness, purchase intentions and behaviour of South African Generation-Z consumers.

Abstract

Generation-Z is emerging as one of the most influential generations globally, with significant implications for marketers and businesses. Despite their growing importance, there is limited research on Generation-Z, particularly in South Africa, and their purchasing behaviour pertaining to environmentally friendly products. This study aimed to fill this gap by examining South African Generation-Z consumers’ attitudes towards the green marketing mix, sustainability awareness and their impact on purchase intentions and behaviour pertaining to green products. The research questions addressed the relationships between the green marketing mix, sustainability awareness, purchase intentions, and behaviour among South African Generation-Z consumers. The study also explored the mediating role of purchase intentions and the moderating effect of sustainability awareness. The theory of planned behaviour (TPB) was used as the theoretical framework underpinning the study. This study employed a quantitative research approach, utilising a descriptive research design and a cross-sectional time horizon. It was conducted at the University of KwaZulu-Natal’s Westville, Howard College, and Pietermaritzburg campuses. A convenience sample of 332 students was selected from a target population, which included Generation-Z students (18-26 years) registered for undergraduate and postgraduate studies. Data was collected through questionnaires administered during contact lectures and informal interactions at the campuses’ cafeterias and quadrangles. The collected data was processed, analysed and interpreted to provide valuable insights into the variables investigated. This study established that positive attitudes towards the green marketing mix, including green product, green price, green place, and green promotion, significantly shape the purchase intentions and behaviour of South African Generation-Z consumers. Through empirical analysis, the research demonstrated the mediating role of purchase intentions in the relationship between these attitudes and purchasing behaviour, highlighting the predictive power of purchase intentions. Although sustainability awareness plays a vital role in fostering environmentally conscious behaviour, it does not significantly moderate the connection between purchase intentions and purchasing behaviour. The study empirically validates the influence of the green marketing mix on sustainable consumption within this demographic. It provides valuable insights for marketers and businesses seeking to engage effectively with environmentally conscious Generation-Z consumers in South Africa.