The field of green marketing and purchase behaviour has been growing in the last couple of years; consequently, there is a need to understand this behaviour among coffee consumers. Coffee is considered one of the widely consumed beverages in the world. There is heightened consciousness towards the environmental awareness of the product of compostable coffee pods. This study aims to fill this gap by providing a holistic conceptual framework to determine which factors influence green purchasing behaviour with regard to compostable coffee pods and whether gender and income have an impact. To achieve this aim, structural equation modelling (SEM) will be utilised on SmartPLS from data collected from 133 South African coffee pod consumers using an online survey. The findings indicated that interpersonal influence and altruistic values have a significant positive influence on environmental attitude and that environmental attitude has a significant positive effect on green purchasing behaviour. However, it was found that no significant relationship was observed between environmental knowledge and environmental attitude. Regarding the influence of gender and income as mediators, no influence was found in the relationship between environmental attitude and green purchasing behaviour. However, income level partially mediates this relationship. The results will provide practical solutions for marketers and policymakers.
Despite the substantial interest in loyalty programs amongst marketing scholars and professionals, few studies have been conducted amongst the youth within emerging markets. The purpose of the study was to examine the mediating influence of customer satisfaction, trust, and commitment on the relationship between loyalty programs and repeat purchase behaviour of a group of South African youth. The methodology involved a self-administrated questionnaire adapted from previous similar studies. Data were collected from 263 South African young people between the ages of 18 and 24 who were retail loyalty program members. The study tested six hypotheses using Structural Equation Modeling. The software used was SPSS 22 for descriptive statistics and IBM Amos 22. The findings indicate that all hypotheses were supported. They also suggest the significance of customer satisfaction as a strong mediator of loyalty programs and repeat purchase behaviour. Moreover, the study reveals that the mediating influence of customer commitment on loyalty programs and repeat purchase behaviour was the weakest influence. The findings revealed that, by building customer satisfaction and customer trust amongst the youth, the potential for marketers to positively impact on the success of loyalty programs and repeat purchase behaviour is high. This paper makes a valuable contribution to the literature on loyalty programs amongst youth within a developing market context.
Background: At the heart and depth of building a strong and prosperous brand in the marketplace, is brand orientation. A few studies have investigated the conceptualisation of brand orientation in relation to brand loyalty, as well as the involvement of brand commitment and brand trust in mediating this association in the business-to-business (B2B) environment.Objective: It is the objective of this study to examine the impact of brand orientation on brand loyalty and the roles played by brand commitment and brand trust in mediating the impact in the South African B2B environment.Method: Questionnaires were completed by 261 top and senior managers of a B2B organisation in South Africa. Structural equation modelling and smart partial least squares were employed in this study to examine the relationships between the constructs.Results: This study provides empirical evidence that brand orientation has a positive and significant relationship with brand commitment and and brand trust. Also that brand commitment and brand trust have positive and significant relationships with brand loyalty in the South African B2B context.Conclusion: This means that organisations that operate in the B2B environment should focus on brand orientation and develop brand strategies that recognise the importance of brand trust and brand commitment.
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