Green Consumer Behaviour in Global Markets

Abstract

The degradation of planet earth is no longer unknown to the world. The global emphasis on environmental sustainability has led to the emergence of Green Consumer Behaviour. Consumers are increasingly encouraged to adopt green products and services. However, green consumers remain a small market. This study investigates green consumer behaviour focusing on the influence of demographic variables. Using a quantitative research design, 398 participants were surveyed and eight hypotheses were tested. The findings reveal significant relationships between gender, education, income, and green consumer awareness and attitudes, but not age. This robust analysis was critically evaluated through the lens of established theories like the Theory of Planned Behaviour. Despite some statistical limitations, a green consumer decision model is proposed, and the study concludes with recommendations for educational campaigns and policy interventions to promote green consumer practices, providing a valuable resource for future research and practical initiatives in Mauritius.