Factors influencing the consumer decision-making process regarding green fast-moving consumer goods in the greater Durban area

Abstract

There is an urgency regarding climate change. Consequently, environmental consciousness among consumers is more prominent now than in the past. However, although the motives for buying green products have generated scholarly interest due to environmental concerns, there is a gap in the literature in understanding consumer green purchase intention and actual purchase behaviour from developing countries. This study, therefore, aims to develop and test the applicability of green consumption of FMCG products grounded in the Theory of Planned Behaviour (TPB) and thus address the “attitudes–behaviour” gap documented in the literature from the perspective of South African consumers. A quantitative research approach following a descriptive research design was used to examine the factors influencing consumer purchase intention and the actual behaviour of Fast-Moving Consumer Goods in the Greater Durban Area, South Africa. The study uses non-probability convenient sampling collected from 381 South Africans residing in the greater Durban area of KwaZulu-Natal province. Structural equation modelling was applied in analysing the data. The finding of the study shows that pro-environmental attitude and perceived value (quality) of green FMCG products positively influenced green FMCG purchase intention, which in turn, positively impacted the actual purchase behaviour of green FMCG products. The findings further show that perceived value may be a barrier to green FMCG purchase intention, although the relationship was insignificant. This study provides practical implications for FMCG marketers in their bid to shift from conventional products to green products.