Abstract
The purpose of this paper is to understand the impact of product knowledge, self-identity and product utility on the
attitude of South African consumers towards buying ‘green’ products. A conceptual model that posited a direct
relationship between product knowledge, self-identity, product utility and the attitude, was empirically tested using
data that were conveniently sourced from consumers in Johannesburg, South Africa. A structural equation modeling
(SEM) using SmartPLS, a partial least squares structural equation modelling (SEM) software package, was used to
analyse the research framework proposed for this study. The results reveal that product knowledge, consumer selfidentity
and product utility were significant and positively related to consumers’ attitudes towards green product
purchases. The implications of the findings for the managerial development of appropriate marketing strategies aimed
at improving consumers’ attitudes towards green product purchases are outlined.
The purpose of this paper is to understand the impact of product knowledge, self-identity and product utility on the
attitude of South African consumers towards buying ‘green’ products. A conceptual model that posited a direct
relationship between product knowledge, self-identity, product utility and the attitude, was empirically tested using
data that were conveniently sourced from consumers in Johannesburg, South Africa. A structural equation modeling
(SEM) using SmartPLS, a partial least squares structural equation modelling (SEM) software package, was used to
analyse the research framework proposed for this study. The results reveal that product knowledge, consumer selfidentity
and product utility were significant and positively related to consumers’ attitudes towards green product
purchases. The implications of the findings for the managerial development of appropriate marketing strategies aimed
at improving consumers’ attitudes towards green product purchases are outlined.