- Title
- The moderating role of green consumer values in the relationship between green marketing and consumer behaviour:
- Creator
- Ntshangase, Siyasanga Vuyiswa
- Description
- The study aimed to investigate the moderating role of green consumer values in the relationship between green marketing and consumer behaviour. The study focused on the important role of green consumer values in shaping environmentally conscious consumer actions, emphasizing the importance of considering these values in green marketing strategies. To achieve the aim, the study adopted a positivist paradigm, quantitative approach, and a causal research design. A survey technique was employed to gather primary data where a self-administered questionnaire was issued to 450 respondents who were purposefully sampled. The study’s sample constituted consumers that frequently visit hotels in the Eastern Cape. The key findings of the study suggest that there is a significant role that green marketing plays in consumer behaviour towards green products offered in hotels. Furthermore, the findings highlight how green consumer values influence consumers towards value-driven choices for sustainable practices in the hotel industry, high level of satisfaction and preference for green products. Based on the findings, government and the hospitality industry should implement policies that will provide incentives for hotels that practise sustainable measures. This could include free quarterly advertisement of green hotels, free hampers for consumers that make use of green hotels on a regularly basis, and a spa voucher for every new consumer. Government should also provide capital and resources to small businesses to upscale their establishments to meet green hotel standards, for instance provide funding for solar installation and for those who already have installed solar panels to be reimbursed a fraction of the amount they paid. This study makes a significant contribution by highlighting the important role of green consumer values as a moderator. It reveals how these values impact the relationship between green marketing strategies and consumer behaviour. The study provides valuable insights for marketers, emphasizing the need to align strategies with green consumer values to promote more effective and impactful responses from consumers towards environmentally friendly initiatives.
- Description
- Thesis (MA) -- Faculty of Economic and Financial Sciences, Business Management and Economics, 2024
- Date
- 2024-04
- Subject
- Green Consumer Values
- Subject
- Education institutions
- Subject
- South Africa
- Type
- Master's, text
- Identifier
- http://hdl.handle.net/11260/13105
- Identifier
- vital:77657
- Format
- computer, online resource, application/pdf, 1 online resource (129), pdf
- Publisher
- Walter Sisulu University, Faculty of...
- Language
- English
- Rights
- rights holder, All Rights Reserved, Open Access
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- Visitors: 5
- Downloads: 2
| Thumbnail | File | Description | Size | Format | |||
|---|---|---|---|---|---|---|---|
| View Details | SOURCE1 | NTSHANGASE.pdf | 2 MB | Adobe Acrobat PDF | View Details |