The Influence of Green Marketing Tools on Green Eating Efficacy and Green Eating Behaviour
Keywords:
Green marketing tools, green eating behaviour, green eating efficacy, Legitimacy Theory, Self-efficacy Theory
Abstract
This study employs the Legitimacy Theory and Self-efficacy Theory to examine the potential role of green marketing tools in fostering green eating behaviour. Using the mall-intercept technique at major retailers, data were collected using a self-administered questionnaire survey on South African consumers who regularly buy green products. Data analysis was conducted with the aid of the Statistical Package for the Social Sciences (SPSS) 22.0.The results indicate that South African consumers are significantly influenced by eco-labels and eco-brands when buying green products. The study, however, shows a negative relationship between green advertising and green eating efficacy. It also reveals a positive relationship between green eating efficacy and green eating behaviour. The findings of the study highlighted important implications and policy directions that marketers and policy makers may implement in order to promote green eating behaviour.
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References
Ahmad, H., Shah, I. A. & Ahmad, K. (2010). Factors in Environmental Advertising Influencing Consumers. European Journal of Scientific Research, 48(2), 217-226.
Ajzen, I. (1991). The theory of planned behaviour. Organizational Behaviour and Human Decision Processes, 50(2), 179-211.
Akenji, L. (2014). Consumer scapegoatism and limits to green consumerism. Journal of Cleaner Production, 63, 13-23.
Amstel, M., Driessen, P. & Glasbergen, P. (2008). Eco-labeling and information asymmetry: comparison of five eco-labels in the Netherlands. Journal of Cleaner Production, 16, 263-276.
Anderson, J. C. & Gerbing, D. W. (1988). Structural equation modeling in practice: a review and recommended two-step approach. Psychological Bulletin, 103(3), 411-423.
Atkinson, L. & Kim, Y. (2014). I drink it anyway and I know I shouldn't: understanding green consumers' positive evaluations of norm-violating non-green products and misleading green advertising. Environmental Communication, 1, 1-21.
Atkinson, L. & Rosenthal, S. (2014). Signaling the green sell: the influence of eco-label source, argument specificity and product involvement on consumer trust. Journal of Advertising, 43(1), 33-45.
Awad, T. A. (2011). Environmental segmentation alternatives: buyers’ profiles and implications. Journal of Islamic Marketing, 2(1), 55-73.
Bailey, A. A., Mishra, A. & Tiamiyu, M. F. (2014). Green advertising receptivity: an initial scale development process. Journal of Marketing Communications, 1, 1-18. Bandura, A. (1977). Self-efficacy: toward a unifying theory of behavioral change. Psychological Review, 84(2), 191-215.
Belz, F. & Peattie, K. (2009). Sustainability Marketing: A Global Perspective. West Sussex: John Wiley and Sons.
Borin, N., Cerf, D. C. C. & Krishnan, R. 2011. Consumer effects of environmental impact in product labeling. Journal of Consumer Marketing, 28(1), 76-86.
Bostrom, M. & Klintman, M. (2008). Eco-standards, Product Labeling and Green Consumerism. Hampshire: Palgrave Macmillan.
Bougherara, D. & Combris, P. (2009). Eco-labelled food products: what are consumers paying for? European Review of Agricultural Economics, 36(3), 321-341. Bratt, C., Hallstedt, S., Robert, K. H., Broman. G. & Oldmark, J. (2011). Assessment of eco-labeling criteria development from a strategic sustainability perspective. Journal of Cleaner Production, 19(14), 1631-1638. Brouhle, K. & Khanna, M. (2012). Determinants of participation versus consumption in the Nordic Swan eco-labeled market. Ecological Economics, 73, 142-151. Chan, R. Y. K. (2004). Consumer responses to environmental advertising in China. Marketing Intelligence & Planning, 22(4), 427-437.
Chan, R. Y., Leung, T. K. P. & Wong, Y. H. (2006). The effectiveness of environmental claims for services advertising. Journal of Services Marketing, 20(4), 233-250.
Chang, C. (2011). Feeling ambivalent about going green: implications for green advertising processing. Journal of Advertising, 40(4), 19-32.
Cheah, I. & Phau, I. (2011). Attitudes towards environmentally friendly products: the influence of eco-literacy, interpersonal influence and value orientation. Marketing Intelligence &Planning, 29(5), 452-472.
Chen, Y. & Chang, C. (2012). Enhance green purchase intentions: the roles of green perceived value, green perceived risk and green trust. Management Decision, 50(3), 502-520.
Chen, Y. (2010). The drivers of green brand equity: green brand image, green satisfaction and green trust. Journal of Business Ethics, 93(2), 307-319.
Chen, T. B. & Chai, L. T. (2010). Attitude towards environment and green products: Consumers perspective. Management Science and Engineering, 4(2), 27-39.
Cherian, J. & Jacob, J. 2012. Green marketing: a study of consumers’ attitude towards environment friendly products. Asian Social Science, 8(12), 117-126.
Corner, A. & Randall, A. (2011). Selling climate change? the limitations of social marketing as a strategy for climate change public engagement. Global Environmental Change, 21, 1005-1014.
Do Paco, A., Alves, H., Shiel, C. & Filho, W. L. (2014). Analysis of the measurement of the construct buying behaviour in green marketing. Journal of Integrative Environmental Sciences, 11(1), 55-69.
Dowling, J. & Pfeffer, J. (1975). Organizational legitimacy: social values and organization behaviour. Pacific Sociological Review, 18(1), 122-136.
Ellen, P. S., Wiener, J. L. & Cobb-Walgren, C. (1991). The role of perceived consumer effectiveness in motivating environmentally conscious behaviours. Journal of Public Policy and Marketing, 10(2), 102-117.
Environmental Research (2013). A global study of consumer attitudes and consumer influencers. [Online]. Available at: www.fairtrade.org.za/content/page/market-research. Accessed 21 July 2015.
Farache, F. & Perks, K. (2010). CSR advertisements: a legitimacy tool? Corporate Communications International Journal, 15(3), 235-248. Fraering, M. & Minor, M. S. 2006. Sense of community: an exploratory study of US consumers of financial services. International Journal of Bank Marketing, 24(5), 284-306.
Grewal, R., Cote, J. A. & Baumgartner, H. (2004). Multicollinearity and measurement error in structural equation models: Implications for theory testing. Marketing Science, 23(4), 519-529.
Hair, J. F., Black, B., Babin, B., Anderson, R. E., Tatham, R. L. & Black, W. C. (2010). Multivariate data analysis: a global perspective. 7th ed. New York: Pearson Education.
Hartmann, P. & Apaolaza-Ibanez, V. (2012). Desert or rain: standardization of green advertising versus adaptation to the target audience's natural environment. European Journal of Marketing, 47(5/6), 917-933.
Horne, R. E. (2009). Limits to labels: The role of eco-labels in the assessment of product sustainability and routes to sustainable consumption. International Journal of Consumer Studies, 33(1), 175-182.
Kim, Y. & Choi, S. M. (2005). Antecedents of green purchase behaviour: an examination of collectivism, environmental concern and perceived consumer effectiveness. Advances in Consumer Research, 32, 592-599.
Kotler, P. & Keller, K. L. (2012). Marketing management. Global edition. New York: Pearson Education Limited. Kotler, P. (2011). Reinventing marketing to manage the environmental imperative. Journal of Marketing, 75(4), 132-135.
Lee, K. (2011). The green purchase behaviour of Hong Kong young consumers: the role of peer influence, local environmental involvement and concrete environmental knowledge. Journal of International Consumer Marketing, 23, 21-44.
Lee, L. (2014). Predictors of sustainable consumption among young educated consumers in Hong Kong. Journal of International Consumer Marketing, 26(3), 217-238.
Leire, C. & Thidell, A. (2005). Product related environmental information to guide consumer purchases: a review and analysis of research on perceptions, understanding and use among Nordic consumers. Journal of Cleaner Production, 13(10), 1061-1070.
Leonidou, L. C., Leonidou, C. N., Hadjimarcou, J. S. & Lytovchenko, I. (2014). Assessing the greenness of environmental advertising claims made by multinational industrial firms. Industrial Marketing Management, 43, 671-684.
Leonidou, L. C., Leonidou, C. N., Palihawadana, D. & Hultman, M. (2011). Evaluating the green advertising practices of international firms: a trend analysis. International Marketing Review, 28(1), 6-33.
Lin, P. & Huang, L. (2012). The influence factors on choice behaviour regarding green products based on the theory of consumption values. Journal of Cleaner Production, 22 11-18.
Lindblom, C. K. (1984). The implications of organizational legitimacy for corporate social performance and disclosure. Conference Proceedings, Critical Perspectives on Accounting Conference, New York.
Magali, M., Francis, K. & Hulten, P. (2012). Green marketing: consumers’ attitudes towards eco-friendly products and purchase intention in the fast moving consumer goods sector. Masters Thesis. Umea: Umea School of Business.
Malhotra, K. N. (2007). Marketing research: an applied orientation. 5th Ed. New Jersey: Pearson Education International.
Meffert, H., Rauch, C. & Lepp, H. L. (2010). Sustainable branding: Mehr als ein neues Schlagwort? Marketing Review, 27(5), 28-35.
Mourad, M. & Ahmed, Y. S. E. (2012). Perception of green brand in an emerging innovative market. European Journal of Innovation Management, 15(4), 514-537.
Ottman, J. A. (2011). The new rules of green marketing: strategies, tools and inspiration for sustainable branding. San Francisco: Greenleaf Publishing.
Pallant, J. (2011). SPSS survival manual: a step by step guide to data analysis using SPSS. 5thed. Berkshire: McGraw-Hill Education.
Parguel, B., Benoit-Moreau, F. & Larceneux, F. (2011). How sustainability ratings might deter ‘greenwashing’: A closer look at ethical corporate communication. Journal of Business Ethics, 102(1), 15-28. Pavlov, I. P. (1927). Conditioned reflexes. Oxford University Press: New York.
Peattie, K. & Crane, A. (2005). Green marketing: legends, myth, farce or prophesy? Qualitative Market Research, 8(4), 357-370.
Perrini, F., Castaldo, S., Misani, N. & Tencati, A. (2010). The impact of corporate social responsibility associations on trust in organic products marketed by mainstream retailers: a study of Italian consumers. Business Strategy and the Environment, 19, 512-526.
Pickett-Baker, J. & Ozaki, R. (2008). Pro-environmental products: marketing influence on consumer purchase decision. Journal of Consumer Marketing, 25(5), 281-293.
Rahbar, E. & Wahid, N. A. (2011). Investigations of green marketing tools’ effect on consumers’ purchase behaviour. Business Strategy Series, 12(2), 73-83.
Rashid, N. (2009). Awareness of eco-label in Malaysia’s green marketing initiative. International Journal of Business and Management, 4(8), 132-141.
Republic of South Africa. (2008). Department of Environment Affairs and Tourism. Greening of large events: a volunteer’s guide. Pretoria.
Rex, E. & Baumann, H. (2007). Beyond eco-labels: what green marketing can learn from conventional marketing? Journal of Cleaner Production, 15, 567-576.
Roberts, J. A. (1996). Green consumers in the 1990s: profile and implications for advertising. Journal of Business Research, 36(3), 217-232.
Shen, J. & Gao, S. (2008). A solution to separation and multicollinearity in multiple logistic regression. Journal of Data Sciences, 6, 515-531.
Tabachnick, B. G. & Fidell, L. S. (2007). Using multivariate statistics. 5th ed. Boston: Pearson Education.
The Niesen Company. (2014). Achieving sustainable development with Fairtrade. [Online]. Available at:www.fairtrade.org.za/.../Nielsen_Achieving_Sustainable_Development. Accessed 28 August 2015.
Tinne, W. S. (2013). Green washing: an alarming issue. ASA University Review, 7(1), 82-88.
Tschupp, M. (2012). Growing your eco-brands in a changing climate. World Trademark Review, 1, 46-47.
Tzilivakis, J., Green, A., Warner, D., McGeevor, K. & Lewis, K. (2012). A framework for practical and effective eco-labeling of food products. Sustainability accounting. Management and Policy Journal, 3(1), 50-73.
Weller, K. E., Greene, G. W., Redding, C. A., Paiva, A. L., Lofgren, I., Nash, J. T. & Kobayashi, H. (2014). Development and validation of green eating behaviours, stage of change, decisional balance, and self-efficacy scales in college students. Journal of Nutrition Education and Behaviour, 46(5), 324-333.
White, K., Macdonnell, R. & Dahl, D. W. (2011). It’s the mind-set that matters: the role of construal level and message framing in influencing consumer efficacy and conservation behaviours. Journal of Marketing Research, 48(3), 472-485.
Woolverton, A. & Dimitri, C. (2010). Green marketing: are environmental and social objectives compatible with profit maximization? Renewable Agriculture and Food Systems, 25(2), 90-98.
Woolworths Holdings Limited. (2012). Good business journey report. [Online]. Available at: www.woolworthsholdings.co.za. Accessed: 5/06/2015.
Young, W., Hwang, K., Mcdonald, S. & Oates, C. J. (2010). Sustainable consumption: green consumer behaviour when purchasing products. Sustainable Development, 18, 20-31.
Zinkhan, G. M. & Carlson, L. (1995). Green advertising and the reluctant consumer. Journal of Advertising, 24(2), 1-6.
Ajzen, I. (1991). The theory of planned behaviour. Organizational Behaviour and Human Decision Processes, 50(2), 179-211.
Akenji, L. (2014). Consumer scapegoatism and limits to green consumerism. Journal of Cleaner Production, 63, 13-23.
Amstel, M., Driessen, P. & Glasbergen, P. (2008). Eco-labeling and information asymmetry: comparison of five eco-labels in the Netherlands. Journal of Cleaner Production, 16, 263-276.
Anderson, J. C. & Gerbing, D. W. (1988). Structural equation modeling in practice: a review and recommended two-step approach. Psychological Bulletin, 103(3), 411-423.
Atkinson, L. & Kim, Y. (2014). I drink it anyway and I know I shouldn't: understanding green consumers' positive evaluations of norm-violating non-green products and misleading green advertising. Environmental Communication, 1, 1-21.
Atkinson, L. & Rosenthal, S. (2014). Signaling the green sell: the influence of eco-label source, argument specificity and product involvement on consumer trust. Journal of Advertising, 43(1), 33-45.
Awad, T. A. (2011). Environmental segmentation alternatives: buyers’ profiles and implications. Journal of Islamic Marketing, 2(1), 55-73.
Bailey, A. A., Mishra, A. & Tiamiyu, M. F. (2014). Green advertising receptivity: an initial scale development process. Journal of Marketing Communications, 1, 1-18. Bandura, A. (1977). Self-efficacy: toward a unifying theory of behavioral change. Psychological Review, 84(2), 191-215.
Belz, F. & Peattie, K. (2009). Sustainability Marketing: A Global Perspective. West Sussex: John Wiley and Sons.
Borin, N., Cerf, D. C. C. & Krishnan, R. 2011. Consumer effects of environmental impact in product labeling. Journal of Consumer Marketing, 28(1), 76-86.
Bostrom, M. & Klintman, M. (2008). Eco-standards, Product Labeling and Green Consumerism. Hampshire: Palgrave Macmillan.
Bougherara, D. & Combris, P. (2009). Eco-labelled food products: what are consumers paying for? European Review of Agricultural Economics, 36(3), 321-341. Bratt, C., Hallstedt, S., Robert, K. H., Broman. G. & Oldmark, J. (2011). Assessment of eco-labeling criteria development from a strategic sustainability perspective. Journal of Cleaner Production, 19(14), 1631-1638. Brouhle, K. & Khanna, M. (2012). Determinants of participation versus consumption in the Nordic Swan eco-labeled market. Ecological Economics, 73, 142-151. Chan, R. Y. K. (2004). Consumer responses to environmental advertising in China. Marketing Intelligence & Planning, 22(4), 427-437.
Chan, R. Y., Leung, T. K. P. & Wong, Y. H. (2006). The effectiveness of environmental claims for services advertising. Journal of Services Marketing, 20(4), 233-250.
Chang, C. (2011). Feeling ambivalent about going green: implications for green advertising processing. Journal of Advertising, 40(4), 19-32.
Cheah, I. & Phau, I. (2011). Attitudes towards environmentally friendly products: the influence of eco-literacy, interpersonal influence and value orientation. Marketing Intelligence &Planning, 29(5), 452-472.
Chen, Y. & Chang, C. (2012). Enhance green purchase intentions: the roles of green perceived value, green perceived risk and green trust. Management Decision, 50(3), 502-520.
Chen, Y. (2010). The drivers of green brand equity: green brand image, green satisfaction and green trust. Journal of Business Ethics, 93(2), 307-319.
Chen, T. B. & Chai, L. T. (2010). Attitude towards environment and green products: Consumers perspective. Management Science and Engineering, 4(2), 27-39.
Cherian, J. & Jacob, J. 2012. Green marketing: a study of consumers’ attitude towards environment friendly products. Asian Social Science, 8(12), 117-126.
Corner, A. & Randall, A. (2011). Selling climate change? the limitations of social marketing as a strategy for climate change public engagement. Global Environmental Change, 21, 1005-1014.
Do Paco, A., Alves, H., Shiel, C. & Filho, W. L. (2014). Analysis of the measurement of the construct buying behaviour in green marketing. Journal of Integrative Environmental Sciences, 11(1), 55-69.
Dowling, J. & Pfeffer, J. (1975). Organizational legitimacy: social values and organization behaviour. Pacific Sociological Review, 18(1), 122-136.
Ellen, P. S., Wiener, J. L. & Cobb-Walgren, C. (1991). The role of perceived consumer effectiveness in motivating environmentally conscious behaviours. Journal of Public Policy and Marketing, 10(2), 102-117.
Environmental Research (2013). A global study of consumer attitudes and consumer influencers. [Online]. Available at: www.fairtrade.org.za/content/page/market-research. Accessed 21 July 2015.
Farache, F. & Perks, K. (2010). CSR advertisements: a legitimacy tool? Corporate Communications International Journal, 15(3), 235-248. Fraering, M. & Minor, M. S. 2006. Sense of community: an exploratory study of US consumers of financial services. International Journal of Bank Marketing, 24(5), 284-306.
Grewal, R., Cote, J. A. & Baumgartner, H. (2004). Multicollinearity and measurement error in structural equation models: Implications for theory testing. Marketing Science, 23(4), 519-529.
Hair, J. F., Black, B., Babin, B., Anderson, R. E., Tatham, R. L. & Black, W. C. (2010). Multivariate data analysis: a global perspective. 7th ed. New York: Pearson Education.
Hartmann, P. & Apaolaza-Ibanez, V. (2012). Desert or rain: standardization of green advertising versus adaptation to the target audience's natural environment. European Journal of Marketing, 47(5/6), 917-933.
Horne, R. E. (2009). Limits to labels: The role of eco-labels in the assessment of product sustainability and routes to sustainable consumption. International Journal of Consumer Studies, 33(1), 175-182.
Kim, Y. & Choi, S. M. (2005). Antecedents of green purchase behaviour: an examination of collectivism, environmental concern and perceived consumer effectiveness. Advances in Consumer Research, 32, 592-599.
Kotler, P. & Keller, K. L. (2012). Marketing management. Global edition. New York: Pearson Education Limited. Kotler, P. (2011). Reinventing marketing to manage the environmental imperative. Journal of Marketing, 75(4), 132-135.
Lee, K. (2011). The green purchase behaviour of Hong Kong young consumers: the role of peer influence, local environmental involvement and concrete environmental knowledge. Journal of International Consumer Marketing, 23, 21-44.
Lee, L. (2014). Predictors of sustainable consumption among young educated consumers in Hong Kong. Journal of International Consumer Marketing, 26(3), 217-238.
Leire, C. & Thidell, A. (2005). Product related environmental information to guide consumer purchases: a review and analysis of research on perceptions, understanding and use among Nordic consumers. Journal of Cleaner Production, 13(10), 1061-1070.
Leonidou, L. C., Leonidou, C. N., Hadjimarcou, J. S. & Lytovchenko, I. (2014). Assessing the greenness of environmental advertising claims made by multinational industrial firms. Industrial Marketing Management, 43, 671-684.
Leonidou, L. C., Leonidou, C. N., Palihawadana, D. & Hultman, M. (2011). Evaluating the green advertising practices of international firms: a trend analysis. International Marketing Review, 28(1), 6-33.
Lin, P. & Huang, L. (2012). The influence factors on choice behaviour regarding green products based on the theory of consumption values. Journal of Cleaner Production, 22 11-18.
Lindblom, C. K. (1984). The implications of organizational legitimacy for corporate social performance and disclosure. Conference Proceedings, Critical Perspectives on Accounting Conference, New York.
Magali, M., Francis, K. & Hulten, P. (2012). Green marketing: consumers’ attitudes towards eco-friendly products and purchase intention in the fast moving consumer goods sector. Masters Thesis. Umea: Umea School of Business.
Malhotra, K. N. (2007). Marketing research: an applied orientation. 5th Ed. New Jersey: Pearson Education International.
Meffert, H., Rauch, C. & Lepp, H. L. (2010). Sustainable branding: Mehr als ein neues Schlagwort? Marketing Review, 27(5), 28-35.
Mourad, M. & Ahmed, Y. S. E. (2012). Perception of green brand in an emerging innovative market. European Journal of Innovation Management, 15(4), 514-537.
Ottman, J. A. (2011). The new rules of green marketing: strategies, tools and inspiration for sustainable branding. San Francisco: Greenleaf Publishing.
Pallant, J. (2011). SPSS survival manual: a step by step guide to data analysis using SPSS. 5thed. Berkshire: McGraw-Hill Education.
Parguel, B., Benoit-Moreau, F. & Larceneux, F. (2011). How sustainability ratings might deter ‘greenwashing’: A closer look at ethical corporate communication. Journal of Business Ethics, 102(1), 15-28. Pavlov, I. P. (1927). Conditioned reflexes. Oxford University Press: New York.
Peattie, K. & Crane, A. (2005). Green marketing: legends, myth, farce or prophesy? Qualitative Market Research, 8(4), 357-370.
Perrini, F., Castaldo, S., Misani, N. & Tencati, A. (2010). The impact of corporate social responsibility associations on trust in organic products marketed by mainstream retailers: a study of Italian consumers. Business Strategy and the Environment, 19, 512-526.
Pickett-Baker, J. & Ozaki, R. (2008). Pro-environmental products: marketing influence on consumer purchase decision. Journal of Consumer Marketing, 25(5), 281-293.
Rahbar, E. & Wahid, N. A. (2011). Investigations of green marketing tools’ effect on consumers’ purchase behaviour. Business Strategy Series, 12(2), 73-83.
Rashid, N. (2009). Awareness of eco-label in Malaysia’s green marketing initiative. International Journal of Business and Management, 4(8), 132-141.
Republic of South Africa. (2008). Department of Environment Affairs and Tourism. Greening of large events: a volunteer’s guide. Pretoria.
Rex, E. & Baumann, H. (2007). Beyond eco-labels: what green marketing can learn from conventional marketing? Journal of Cleaner Production, 15, 567-576.
Roberts, J. A. (1996). Green consumers in the 1990s: profile and implications for advertising. Journal of Business Research, 36(3), 217-232.
Shen, J. & Gao, S. (2008). A solution to separation and multicollinearity in multiple logistic regression. Journal of Data Sciences, 6, 515-531.
Tabachnick, B. G. & Fidell, L. S. (2007). Using multivariate statistics. 5th ed. Boston: Pearson Education.
The Niesen Company. (2014). Achieving sustainable development with Fairtrade. [Online]. Available at:www.fairtrade.org.za/.../Nielsen_Achieving_Sustainable_Development. Accessed 28 August 2015.
Tinne, W. S. (2013). Green washing: an alarming issue. ASA University Review, 7(1), 82-88.
Tschupp, M. (2012). Growing your eco-brands in a changing climate. World Trademark Review, 1, 46-47.
Tzilivakis, J., Green, A., Warner, D., McGeevor, K. & Lewis, K. (2012). A framework for practical and effective eco-labeling of food products. Sustainability accounting. Management and Policy Journal, 3(1), 50-73.
Weller, K. E., Greene, G. W., Redding, C. A., Paiva, A. L., Lofgren, I., Nash, J. T. & Kobayashi, H. (2014). Development and validation of green eating behaviours, stage of change, decisional balance, and self-efficacy scales in college students. Journal of Nutrition Education and Behaviour, 46(5), 324-333.
White, K., Macdonnell, R. & Dahl, D. W. (2011). It’s the mind-set that matters: the role of construal level and message framing in influencing consumer efficacy and conservation behaviours. Journal of Marketing Research, 48(3), 472-485.
Woolverton, A. & Dimitri, C. (2010). Green marketing: are environmental and social objectives compatible with profit maximization? Renewable Agriculture and Food Systems, 25(2), 90-98.
Woolworths Holdings Limited. (2012). Good business journey report. [Online]. Available at: www.woolworthsholdings.co.za. Accessed: 5/06/2015.
Young, W., Hwang, K., Mcdonald, S. & Oates, C. J. (2010). Sustainable consumption: green consumer behaviour when purchasing products. Sustainable Development, 18, 20-31.
Zinkhan, G. M. & Carlson, L. (1995). Green advertising and the reluctant consumer. Journal of Advertising, 24(2), 1-6.
Published
2017-05-18
How to Cite
Muposhi, A., & Dhurup, M. (2017). The Influence of Green Marketing Tools on Green Eating Efficacy and Green Eating Behaviour. Journal of Economics and Behavioral Studies, 9(2(J), 76-87. https://doi.org/10.22610/jebs.v9i2(J).1651
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Research Paper
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