Comparing green customer citizenship attitudes and behaviours in South Africa and South Korea
Acta Commercii
| Field | Value | |
| Title | Comparing green customer citizenship attitudes and behaviours in South Africa and South Korea | |
| Creator | Bisschoff, Christo Fullerton, Sam | |
| 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. | |
| Publisher | AOSIS | |
| Date | 2025-01-16 | |
| Identifier | 10.4102/ac.v25i2.1336 | |
| Source | Acta Commercii; Vol 25, No 2 (2025); 13 pages 1684-1999 2413-1903 | |
| Language | eng | |
| Relation |
The following web links (URLs) may trigger a file download or direct you to an alternative webpage to gain access to a publication file format of the published article:
https://actacommercii.co.za/index.php/acta/article/view/1336/2467
https://actacommercii.co.za/index.php/acta/article/view/1336/2468
https://actacommercii.co.za/index.php/acta/article/view/1336/2469
https://actacommercii.co.za/index.php/acta/article/view/1336/2470
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