- Title
- Explaining consumer attitude towards purchasing green products : the role of knowledge, self-identity, and utility
- Creator
- Gule, Palesa T., Maduku, Daniel K.
- Subject
- Product Knowledge, Self-Identity, Product Utility
- Date
- 2017
- Type
- Conference proceedings
- Identifier
- http://hdl.handle.net/10210/240934
- Identifier
- uj:24796
- Identifier
- Citation: Gule, P.T. & Maduku, D.K. 2017. Explaining consumer attitude towards purchasing green products : the role of knowledge, self-identity, and utility.
- Description
- 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.
- Language
- English
- Rights
- ©2017, authors
- Full Text
- Hits: 995
- Visitors: 899
- Downloads: 116
Collections
Conference proceedings
| Thumbnail | File | Description | Size | Format | |||
|---|---|---|---|---|---|---|---|
| View Details Download | SOURCE1 | Explaining consumer attitude towards purchasing green products : the role of knowledge, self-identity, and utility | 323 KB | Adobe Acrobat PDF | View Details Download |