Investigating zero waste behaviours amongst South African consumers

Abstract

This article-based PhD study investigates zero waste (ZW) behaviours amongst South African consumers. The study takes a 5R approach to studying ZW, meaning ZW is defined as consisting of five dimensions namely refuse (consumers refuse what they do not need), reduce (consumers reduce their consumption), reuse (consumers use reusable, refillable, rechargeable alternatives), recycle and rot (compost). Specifically, article 1 uses the original theory of planned behaviour (TPB) to investigate whether attitudes and subjective norms affect consumers’ intention to adopt ZW behaviours (ZW behavioural intent). The moderating role of perceived behavioural control and socio-demographic influences are also investigated. Article 2 investigates whether conspicuous consumption and status consumption that takes place on social media, can strengthen the relationship between ZW intentions and ZW behaviours, and consequently help close the attitude-intention-behaviour gap (the green gap) that often exists with regard to sustainable behaviours. Article 3 clusters or segments consumers according to their ZW behaviours to suggest targeted marketing strategies for each segment. The rationale for the study is strongly influenced by the United Nations’ (UN) sustainable development goals (SDGs) and the need for transformative consumer research (TCR). Statistical analyses used include SEM and multigroup SEM analyses (articles 1 and 2), a two-step cluster analysis and application of the analytical hierarchy process (AHP)(article 3).