AN EXPLORATORY STUDY ON CONSUMER CONCERNS FOR THE ENVIRONMENT AND ITS INFLUENCE ON PURCHASING BEHAVIOUR IN SOUTH AFRICA

Background: global warming, pollution and climate change has escalated at a global level and compelled organizations to rethink the way in which they do business. This has led to the birth of green marketing with an emerging body of research on consumer behaviour related to same. Objectives: The objectives of this of this study was to investigate consumers concern for the environment and whether concern for the environment influences consumer purchasing behaviour in eThekwini district, of KwaZulu-Natal. Method: Given that the study was still in its infancy in South Africa, the research design was cross- sectional and descriptive in nature. A quantitative approach was adopted and data collected through the use of survey questionnaires. The sample comprised of 250 respondents who were recruited using convenience sampling. This was because respondents needed to be easily accessible at the chosen shopping mall for data collection. Data was analysed using SPSS. Results and conclusions: The study found that South African consumers, particularly those in the eThekwini region of the Province of KwaZulu-Natal, have a significantly high knowledge related to issues facing the environment. A significant number of respondents showed concern for environment through preference for products that do not harm the environment.