Determinants of green purchase behaviour of generation Z consumers in the Capricorn District Municipality, Limpopo Province, South Africa

Abstract

The aim of this study was to investigate the determinants of the green purchase behaviour of Generation Z consumers. The study integrated the Theory of Planned behaviour (TPB) and the Value Identity Personal norm theory (VIP). This study had five objectives: (1) to examine the effects of biospheric values on attitude, subjective norms, perceived behaviour control and environmental self-identity, (2) to determine the relationship between attitude, subjective norms and perceived behavioural control and green purchase intention, (3) to examine the relationship between environmental self-identity and personal norms, (4) to determine the effects of intention and personal norms on green purchase behaviour, (5) to examine the moderating effects of price sensitivity and green perceived value in the relationship between intention and green purchase behaviour. The study used a quantitative research design. The study population was Generation Z in Capricorn District Municipality, Limpopo Province. The sample size of the study was determined by using the ten-times rule and the non-probability sampling (convenience) methods were used. Data were collected using the cross-sectional survey approach. A sample of 342 was chosen. Respondents provided primary data using a self-administered questionnaire. PLS-SEM was used to complete the data analysis. Cronbach’s alpha and composite dependability were used to determine reliability. The results of the research study revealed biospheric values affect attitude and environmental self-identity positively and affect perceived behavioural control and subjective norms negavitely. The results showed that attitude, environmental self-identity and subjective norm positively affect intention. And perceived behavioural control negatively impact intention. Furthermore, the results of the moderating effects were presented. It is recommended that brands that target Generation Z must be transparent about their sustainability efforts and authentically communicate their values to resonate with Generation Z consumers.