Comparing green customer citizenship attitudes and behaviours in South Africa and South Korea
Orientation: Green consumption is a popular topic of conversation and research. Green initiatives are characterised by considerations, attitudes and behaviours. Research purpose: This article compares Korean and South African customers on five constructs plausibly associated with green customer cit...
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
AOSIS
2025-01-01
|
| Series: | Acta Commercii |
| Subjects: | |
| Online Access: | https://actacommercii.co.za/index.php/acta/article/view/1336 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Summary: | Orientation: Green consumption is a popular topic of conversation and research. Green initiatives are characterised by considerations, attitudes and behaviours.
Research purpose: This article compares Korean and South African customers on five constructs plausibly associated with green customer citizenship attitudes or behaviours.
Motivation for the study: Korean consumers are favourably orientated to green consumerism and serve as valuable benchmark for South African consumers.
Research design, approach and method: Independent samples of 513 consumers in South Africa and 292 consumers in South Korea responded to an invitation-only, Internet-based questionnaire that focussed on attitudinal and behavioural issues of green purchasing and green consumption.
Main findings: Statistically significant differences exist on all five scales. The secondary data favoured South Korea from a green perspective; however, for all five constructs subjected to empirical scrutiny, the results from South Africa produced a significantly higher mean than what was in evidence in the sample of South Korean residents.
Practical/managerial implications: South African consumers tend to possess a stronger green disposition (attitude) while concurrently embracing and engaging in anti-consumption, advocacy, consumer coaching and customer helping (behaviours) – all in a green context – more so than do their South Korean peers. This implies that local consumers value green initiatives and that businesses could capitalise on the favourable green consumer trend.
Contribution/value-add: The study compares South Africa’s green attitudes and behaviour internationally. Also, a country benchmark will be established as a reference mark in future studies to determine if South Africa is progressing on green consumerism. |
|---|---|
| ISSN: | 2413-1903 1684-1999 |