The necessity of pro‐environmental apparel behaviour is to date a neglected concept in the local South African apparel industry. This study focuses on male consumers’ underlying motivation and intent to acquire apparel in an eco‐friendly manner. The research hypotheses and framework for this study are based on the Norm‐Activation Theory and the Theory of Planned Behaviour to clarify underlying motivational factors that contribute to pro‐environmental apparel acquisition. Pro‐environmental approaches were conceptualized as consumers’ purposive reduction of the amount of apparel acquired as well as the evaluation and selection of apparel based on pro‐environmental attributes. A quantitative, cross‐sectional survey approach was used for explanatory research purposes. Male consumers (18 years and older, n = 305) were reached by means of non‐probability, purposive sampling. Respondents completed online and paper‐based questionnaires that included adapted scale items for use in the local context. Results suggest that respondents are aware of the environmental consequences of their apparel behaviour, which then ultimately influences their behavioural intent. In contrast to studies conducted abroad, social and moral norms did not significantly influence their decisions to acquire apparel in a pro‐environmental manner. Respondents’ attitudes and self‐efficacy (i.e. a dimension of perceived behavioural control) contributed to their pro‐environmental intent. Yet, controllability (another dimension of perceived behavioural control) was not a significant predictor of intent and warrants further empirical research. The findings of this study substantiate important recommendations for the development of intervention strategies to promote pro‐environmental apparel behaviour in emerging market contexts such as South Africa.
Although not regarded as the major culprits in terms of the degradation of the world's resources, consumers in developing countries such as South Africa should be encouraged to realize their potential contribution to save our planet. This research investigated consumers' prioritization of product choice criteria in a prominent product category, i.e. major household appliances, to determine and describe how consumers could be encouraged to accept the principles of pro‐environmental product choice and consumption behaviour. The survey that was conducted in Tshwane, a major urban area in South Africa, in 2010 involved a structured questionnaire that was distributed by means of a convenient snowball method. Findings (n = 446) indicated that the majority of respondents always/mostly considered desirable functions rather than aesthetic attributes or price as important choice criteria, and that consumers would like to obtain information about the ‘greenness’ as well as the ‘functionality’ of appliances before purchasing. Consumers strongly agreed that the durability of appliances (service life) as well as running costs, i.e. electricity and water consumption, should be considered. Consumers seemed undecided about issues concerning recycling and recycling centres, the benefits of modern appliances and whether locally manufactured appliances are better than imported brands. Although different sources of information could be influential during consumers' pre‐purchase evaluation of major household appliances, consumers' reliance on personal acquaintances (friends and family) surpassed their trust in salespeople as information source by far. The majority of respondents indicated that they used printed information sources such as promotional material and brochures as information sources. Retail and industry should supply comprehensive information about pro‐environmental properties of their products. The results of this special investigation may be transferred to similar target groups in developing countries but are not typical for consumer behaviour elsewhere, whereas the methods are generally applicable.
Increasing consumption in the South African emerging economy necessitates stringent effort toward developing environmental information campaigns that stimulate preferences for eco-friendly alternatives. This qualitative study explores the role of exposure to information about the environmental impact of the apparel supply chain in female students' evaluation and selection of apparel. Based on the outcome of garment selection exercises and focus group discussions, participants were not swayed by exposure to hang tags, audio-visual or printed information sources to prioritize ecofriendly features in their choice of product, nor were they willing to compromise on attributes such as price for the sake of the environment. Participants' recommendations include standardized ecolabels to facilitate identification of eco-friendly alternatives and message content that is short, precise and factual. Interpersonal communication could represent an influential source of information and merits further investigation into the relevance of normative social influence on proenvironmental apparel behavior in the South African emerging economy.
The harmful impact of the apparel supply chain on the environment is becoming a global reality. However, consumer awareness of the environmental problems caused by this industry is not always obvious in their apparel buying decisions. A qualitative approach was used to explore young female consumers' existing levels of environmental knowledge, and whether that environmental knowledge is reflected in the evaluation and selection of apparel. Non‐probability purposive sampling was used to ensure the inclusion of young female students (19–22 years old, n = 29). Participants first had to write an essay on the subject of pertinent environmental issues and then participated in a focus group discussion on the evaluation and selection of a t‐shirt. Results suggest that the participants have general environmental knowledge. They have the ability to identify environmental problems as well as the causes and consequences of these environmental problems. However, participants' environmental awareness and their knowledge pertaining to the actual production and supply of environment‐friendly apparel in the South African context were very limited. The results also highlight the product attributes important to the participants when evaluating and selecting apparel such as price, aesthetics and functionality of the garment, but environmental attributes such as organic cotton, locally produced, reduced waste techniques and not using harmful chemicals did not feature high under the attributes participants considered. They prioritized price, aesthetics and fit above other attributes (including environmental attributes). Environmental knowledge was not consciously considered in their general apparel decision making, even though participants indicated that they do care about the environment.
At present, the South African (SA) energy supply per person surpasses that of several other developing countries in the world notwithstanding the energy crisis in the country and evidence that SA produces among the highest greenhouse gas emissions per unit of GDP in the world. The problem is partly due to an increased demand for major household appliances in recent years, which have resulted in an over extension of existing capacity and perpetual power failures. Increasing consumption patterns in the rapidly expanding economy of South Africa requires intentional efforts to promote more sustainable product choices for example an understanding of the relevance of environmental attributes in consumers' evaluation of product alternatives to ensure lasting environmental implications. Using Sawtooth conjoint software, trade-off tasks were compiled and included in a cross-sectional survey involving 648 households in Tshwane, South Africa to assess the relative importance of various environmental attributes (e.g. energy efficiency) in relation to other product features (e.g. brand and price) of washing machines. Aggregate results reveal that consumers across various age, income and educational levels prioritise brand and price, despite the long-term financial and environmental repurcussions of product features that impact on the use of natural resources.Based on a cluster analysis, four consumer segments were identified that differ in terms of preference structures, which offer valuable insight for the development of intervention strategies and marketing campaigns. In summary, the findings underline current literature,namely that in order to facilitate pro-environmental product choices "green" product offerings must also perform competitively in terms of non-environmental attributes. Future studies should focus on a broader scope of factors, including consumers' knowledge and awareness of the environmental impact of their product choices, to better inform marketing campaigns and intervention initiatives.
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