Abstract
Abstract : Many studies have looked at the relationships between green behaviour and various potential predictors of behaviour (Bong Ko & Jin, 2017; Joshi & Rahman, 2016), but seldom do these studies look in detail at the different green behaviours and the extent to which they are being performed. This study details the different green behaviours undertaken by a sample of South African consumers. Behaviours that are highlighted in this study include recycling, reduction, re- use, boycotts of harmful products, and buying green products. A descriptive research design was used and a descriptive statistical analysis was performed. A usable sample of 317 questionnaires was achieved. The study indicates that South African consumers are only moderately ecologically conscious in their consumer behaviour. The most commonly occurring eco-friendly behaviour performed by these consumers was to reduce their energy consumption by replacing their old energy-inefficient light bulbs with more efficient energy-saving bulbs. However, evidence of re- use and recycling behaviours was less evident. Implications for management are discussed, and a green marketing strategy is recommended. Recommendations for future research and the limitations of the study are also provided.