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Author: search.filters.author.Chuchu, Tinashe

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    Antecedents of attitudes towards the use of environmentally friendly household applicance products in Zimbabwe An extension of the theory of planned behaviour
    (Emerald Publishing Limited, 2023) Maziriri, E.T.; Nyagadza, Brighton; Chuchu, Tinashe; Mazuruse, Gideon
    Purpose– This study aims to determine the antecedents that influence attitudes towards the use of environmentally friendly household appliance products and consumers’ green purchase intention among consumers in Harare, Zimbabwe. Design/methodology/approach– Data were collected from 329 consumers in Harare, Zimbabwe’s commercial capital who were served fromfive using a structured questionnaire via an online web-based crosssectional survey. Hypothesised relationships were tested throughstructural equation modellingwith the aid of Smart PLS software. Findings– Green product awareness, social influence, perceived benefit and attitude towards green appliances were found to have a significant positive effect on green purchase intention. Research limitations/implications– The study’s findings may not be generalised to other contexts as sample data was only collected in Zimbabwe. Complementary cross-sectional research studies can be done in other parts of the world to enable cross-cultural comparisons and methodological validations.
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    Facebook communication and marketing influence on decision-making and choice of university student representatives : a student’s perspective
    (SNSPA - Facultatea de Comunicare și Relații Publice, 2019) Chininga, Tapiwa; Rungani, Ellen; Chilliya, Norman; Chuchu, Tinashe
    Facebook has become the main platform for young adults to sustain their social presence as well as expand their social networks. The impact of social media on youth decision-making has attracted much attention in research and academia. The research setting was at University of Fort Hare, a university located in South Africa. Before and during a student representative council (SRC) election at the university, the six student parties contesting for the leadership office utilised Facebook in communicating and marketing their campaign messages to fellow students. This research therefore empirically investigated how Facebook influenced university students’ intention to vote and elect an SRC for the institution. The survey methodology was adopted in collecting data and non-probability sampling, a form of convenience sampling was utilised in selection of suitable participants for the study. A total of 381 students participated in the study responding to questions examining potential drivers of selection of a particular student representative party (SRP). A conceptual model was developed with Facebook constructs that included “medium credibility of Facebook”, “peer communication on Facebook” and “user trust of Facebook” among other factors that influence students’ choice of an (SRP). The main findings established that identification with peers was observed as having the most significant impact on youths’ intention to vote for student representatives. Message credibility was found to have weak impact on student’s intention to vote for a particular (SRC) candidate. Implications emerged from the findings and further research suggestions were provided.