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...
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| Format: | Article |
| Language: | English |
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AOSIS
2025-01-01
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| Series: | Acta Commercii |
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| Online Access: | https://actacommercii.co.za/index.php/acta/article/view/1336 |
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| author | Christo Bisschoff Sam Fullerton |
| author_facet | Christo Bisschoff Sam Fullerton |
| author_sort | Christo Bisschoff |
| collection | DOAJ |
| description | 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. |
| format | Article |
| id | doaj-art-fb677217f09f45dc9b155c85230b203e |
| institution | Kabale University |
| issn | 2413-1903 1684-1999 |
| language | English |
| publishDate | 2025-01-01 |
| publisher | AOSIS |
| record_format | Article |
| series | Acta Commercii |
| spelling | doaj-art-fb677217f09f45dc9b155c85230b203e2025-02-11T13:21:25ZengAOSISActa Commercii2413-19031684-19992025-01-01252e1e1310.4102/ac.v25i2.1336510Comparing green customer citizenship attitudes and behaviours in South Africa and South KoreaChristo Bisschoff0Sam Fullerton1North-West University Business School, Faculty of Economic and Management Sciences, North-West University, PotchefstroomNorth-West University Business School, Faculty of Economic and Management Sciences, North-West University, PotchefstroomOrientation: 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.https://actacommercii.co.za/index.php/acta/article/view/1336greencustomer citizenshipbehaviourattitudesanti-consumptionsouth koreasouth africa |
| spellingShingle | Christo Bisschoff Sam Fullerton Comparing green customer citizenship attitudes and behaviours in South Africa and South Korea Acta Commercii green customer citizenship behaviour attitudes anti-consumption south korea south africa |
| title | Comparing green customer citizenship attitudes and behaviours in South Africa and South Korea |
| title_full | Comparing green customer citizenship attitudes and behaviours in South Africa and South Korea |
| title_fullStr | Comparing green customer citizenship attitudes and behaviours in South Africa and South Korea |
| title_full_unstemmed | Comparing green customer citizenship attitudes and behaviours in South Africa and South Korea |
| title_short | Comparing green customer citizenship attitudes and behaviours in South Africa and South Korea |
| title_sort | comparing green customer citizenship attitudes and behaviours in south africa and south korea |
| topic | green customer citizenship behaviour attitudes anti-consumption south korea south africa |
| url | https://actacommercii.co.za/index.php/acta/article/view/1336 |
| work_keys_str_mv | AT christobisschoff comparinggreencustomercitizenshipattitudesandbehavioursinsouthafricaandsouthkorea AT samfullerton comparinggreencustomercitizenshipattitudesandbehavioursinsouthafricaandsouthkorea |