The influence of societal marketing on green products consumer awareness in Polokwane City, South Africa

Rapid economic growth has resulted in excessive consumption of natural resources, which has intensified the deterioration of the ecological environment. There have been increasing public and consumer concerns about environmental issues, which has resulted in an increasing demand for green products. Despite these concerns, businesses in South Africa are not adequately utilising the societal marketing concept to influence consumer awareness of green products. The primary objective of this study was to investigate the influence of societal marketing on consumer awareness of green products in South Africa. A survey-based method was used to test a theoretically grounded set of hypotheses. Convenience sampling was used to select respondents for the study and data was collected using a 64-item online questionnaire issued to 410 respondents in Limpopo Province, South Africa. The Statistical Package for the Social Sciences, version 26.0, was used to analyse data, through descriptive, spearman rank order correlation analysis, multiple regression analysis, independent sample t-test and one-way analysis of variance (ANOVA). The empirical results revealed that respondents’ perceptions of the items in the 6 P’s marketing scale and the consumer awareness five factor model were positive overall. Results of the reliability test revealed that all the reported Cronbach Alpha values (0.51 - 0.71) were above the recommended guideline value of 0.7, or at least, 0.5 in the early stages of research, an indication that the constructs were reliable. All the means of the constructs seemed reasonable. With the exception of product, the results of the spearman rank order correlation analysis revealed that the correlations between price, promotion, policy and partnership with consumer awareness of green products were practically significant (r = 0.50) and practically visible (0.30). Furthermore, with the exception of product, results of the regression analysis revealed a positive significant relationship between price, place, promotion, policy and partnerships with regard to consumer awareness of green products. This implies that price, promotion, policy and partnership significantly influence consumer awareness of green products. There was no significant difference between gender, age, area of residence and level of income with regard to consumer awareness of green products. With regard to the v level of education, results of the one-way ANOVA revealed a practically visible difference between the means of respondents with high school education and vocational education or its equivalent (d=39), a Bachelor’s (d=46) and Master’s degree or higher (d=42). This is an indication that consumers with vocational education or its equivalent, a Bachelor’s, Master's degree, or a higher qualification, were more aware of green products compared to those with a high school level of education. This research provides valuable insights into consumer awareness of green products in South Africa, with emphasis on the influence of societal marketing on consumer awareness of green products. Thus, there is a need for modern-day organisations to consider societal marketing as one of the organisation's competitive marketing strategies to influence society’s awareness of recent environmental challenges, and the benefits of consuming eco-friendly products. Recommendations with regard to areas for future research are provided in the study.Thesis (MCOM) -- Faculty of Business and Economic Science, 202