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Consumer Cooperation in Sustainability: The Green Gap in an Emerging Market

Consumer Cooperation in Sustainability: The Green Gap in an Emerging Market

Njabulo Mkhize, Debbie Ellis
Copyright: © 2018 |Pages: 24
ISBN13: 9781522539902|ISBN10: 1522539905|EISBN13: 9781522539919
DOI: 10.4018/978-1-5225-3990-2.ch005
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MLA

Mkhize, Njabulo, and Debbie Ellis. "Consumer Cooperation in Sustainability: The Green Gap in an Emerging Market." Promoting Global Environmental Sustainability and Cooperation, edited by Sofia Idris, IGI Global, 2018, pp. 112-135. https://doi.org/10.4018/978-1-5225-3990-2.ch005

APA

Mkhize, N. & Ellis, D. (2018). Consumer Cooperation in Sustainability: The Green Gap in an Emerging Market. In S. Idris (Ed.), Promoting Global Environmental Sustainability and Cooperation (pp. 112-135). IGI Global. https://doi.org/10.4018/978-1-5225-3990-2.ch005

Chicago

Mkhize, Njabulo, and Debbie Ellis. "Consumer Cooperation in Sustainability: The Green Gap in an Emerging Market." In Promoting Global Environmental Sustainability and Cooperation, edited by Sofia Idris, 112-135. Hershey, PA: IGI Global, 2018. https://doi.org/10.4018/978-1-5225-3990-2.ch005

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Abstract

The planet is under threat. Unless all stakeholders, that is governments, businesses, and consumers, become more environmentally friendly, some predict dire consequences for the earth and all those who inhabit it. While governments and businesses have a role to play, green consumer behavior is vital to the sustainability of the environment. Consumers have been shown to express increasing concern for the environment, but in many studies this concern has been found not to be matched by actions, a phenomenon labelled the green gap. This chapter describes a study that investigated the existence and extent of the green gap amongst a sample of South African adult consumers and sought to determine possible reasons for a lack of green behavior. Recommendations are made to marketers and policy makers to encourage consumer cooperation in environmental sustainability.

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