The study investigates the determinants of green purchase behaviour amongst the millennial cohort in an emerging market of South Africa. The research was theoretically grounded on the diffusion of innovation and the theory of planned behaviour models. A descriptive quantitative research design...

In recent years, there has been a growing concern about the environmental impacts of consumers' behaviour. As this environmental awareness increases, consumers tend to focus more on green products and how purchasing these products represents an effective way to protect the environment. Through...

Green consumption and pro-environmental behaviour have attracted considerable attention from academic marketing scholars. From the South Asian perspective, investigation on environmental awareness, social recognition, and self-image building through green consumption is very limited,...