Assessing consumer attitudes and behaviour towards green products in Namibia

Abstract

The global emphasis on sustainability and environmental responsibility is increasing, leading to a growing shift in consumer trends towards sustainable consumption and eco-conscious lifestyles. This study aimed to provide a more comprehensive understanding of consumers' intentions and behaviours regarding purchasing green products in Namibian retail supermarkets. It sought to assess consumer attitudes and behaviours towards green products in retail supermarkets in Windhoek, Namibia, specifically utilising the Theory of Planned Behaviour (TPB) and the Norm Activation Model (NAM) as integrated theoretical frameworks. Adopting a positivist research philosophy and a deductive approach, the study employed a quantitative research design using a survey strategy. Data were collected from a sample of 385 consumers aged 18 - 65 years in Windhoek, Namibia, using a convenience sampling technique via face-to-face mall-intercept structured questionnaires. Data were analysed using Structural Equation Modelling with SmartPLS 4, assessing measurement model reliability and validity. The findings indicate generally acceptable reliability and validity of the measurement model, although potential discriminant validity issues were observed between specific construct pairs, notably Personal Norms and Subjective Norms. The structural model analysis revealed that all hypothesised direct relationships were statistically significant. Awareness of Consequences positively influenced Attitude. Ascription of Responsibility positively influenced Personal Norms. Attitude positively influenced both Behavioural Intention and Purchase Behaviour. Behavioural Intention positively influenced Purchase Behaviour. Perceived Behavioural Control positively influenced both Behavioural Intention and Purchase Behaviour. Personal Norms positively influenced Behavioural Intention. Subjective Norms positively influenced Attitude, Behavioural Intention, and Purchase Behaviour. Significant mediating effects were also identified: Attitude mediated the relationship between Awareness of Consequences and Behavioural Intention, and between Awareness of Consequences and Purchase Behaviour. Personal Norms mediated the relationship between Ascription of Responsibility and Behavioural Intention. Attitude mediated the relationship between Subjective Norms and Behavioural Intention. Behavioural Intention mediated the relationships between Attitude and Purchase Behaviour, Perceived Behavioural Control and Purchase Behaviour, Personal Norms and Purchase Behaviour, and Subjective Norms and Purchase Behaviour. The model explained moderate variance in Behavioural Intention (42.8%) and Attitude (31.2%), and weaker but acceptable variance in Purchase Behaviour (26.7%) and Personal Norms (22.5%). Model fit indicators demonstrated a good fit between the integrated TPB-NAM model and the empirical data. This study contributes to the existing body of knowledge by providing valuable insights into green consumption in the under-researched Namibian context. The findings support the theoretical value of integrating TPB and NAM for understanding sustainable consumer behaviour, highlighting the interplay of cognitive, moral, and social factors. The significant influence of both normative and cognitive factors on purchase intentions and behaviour was demonstrated. The moderate R² for purchase behaviour also points to the widely acknowledged intention-behaviour gap in sustainable consumption and suggests the influence of unmeasured contextual factors. The study provides valuable insights for supermarkets on how to better understand and influence consumer behaviour towards green products, aligning with Namibia's sustainable development agenda.