Abstract
The rapid growth of middle class consumers in emerging markets like South Africa is often characterised by high energy consumption, driven by demand for household appliances. As green appliances can reduce energy consumption, this study (1) examined South African black middle class consumers’ attitudes and adoption behaviour of green appliances; (2) integrated the theories of consumption value and planned behaviour for a richer explanation of attitudes and behavioural intention (BI) regarding green appliances; and (3) assessed whether BI and perceived behavioural control (PBC) translate into actual adoption...