Proceedings of the 52nd International Academic Conference, Barcelona

ENVIRONMENTAL PURCHASE BEHAVIOUR CONCERNS OF AFRICAN GENERATION Y STUDENTS IN SOUTH AFRICA

COSTA SYNODINOS

Abstract:

Preserving the natural environment has rapidly become a pressing matter amongst the youth in South Africa. This may result from the youth or Generation Y individuals being inundated with information pertaining to the deteriorating state of the natural environment. This tech-savvy cohort has grown up with environmental issues constantly being placed in the spotlight both towards them and on a worldwide scale. Consequently, heightened environmental awareness and environmental concern have kick-started green consumerism in South Africa and organisations have begun to notice. Corporate social responsibility (CSR) is a popular tool used in business practices to gain a competitive advantage targeted at environmentally conscious consumers. However, studies show that CSR does not always guarantee green purchase behaviour, especially when targeting the ambivalent Generation Y cohort. The focus of this study was to determine the effect environmental knowledge, attitude and subjective norm have towards African Generation Y students’ green purchase behaviour in the South African context. The 332 data points were collected from full-time students currently enrolled in four South African higher education institutions in the Gauteng province. Statistical methods used to analyse the data included internal-consistency reliability and validity measures, descriptive statistics and structural equation modeling. The results indicate that African Generation Y students consider themselves to be knowledgeable over environmental issues, possess positive environmental attitudes and subjective norms. Additionally, these aspects positively predict African Generation Y students environmental purchase behaviour. The implications of this study will aid both practitioners and business organisations who are aiming to target the lucrative Generation Y cohort and gain a competitive advantage by implementing environmental practices.

Keywords: environmental knowledge, attitudes, subjective norms, green purchase behaviour, Generation Y students, South Africa

DOI: 10.20472/IAC.2019.052.063

PDF: Download



Copyright © 2024 The International Institute of Social and Economic Sciences, www.iises.net