The Influence of Customer Demographics on Greening Perceptions and Purchasing Behaviour

Abstract

This article investigates the influence of customer demographics on greening perceptions and purchasing behaviour within the Nelson Mandela Bay region of South Africa. A quantitative research approach was followed. To be able to achieve the research objectives of this project a literature study was conducted which formed the theoretical framework for collecting the primary data. During the empirical investigation, a survey was conducted by means of 200 self-administered structured questionnaires being completed by the respondents.  The impact of customer demographics on four dependent variables, namely environmental values and beliefs, environmental regulations, knowledge/eco literacy and green purchasing behaviour are assessed. A total of 28 null-hypotheses were formulated and tested by means of regression analysis.  Some statistical significant relationships were found between the independent and dependent variables. Practical guidelines are provided to assist organisations in dealing with the impact of customer demographics on greening perceptions and purchasing behaviour.

Keywords: Perceptions, Greening, Purchasing behaviour, Consumers, Demographics.