Quaye, EmmanuelNhlapo-Chaoane, Kwandisiwe Nondumiso2024-05-212024-05-212023-12-15https://hdl.handle.net/10539/38532A research report submitted to the Faculty of Commerce, Law, and Management, University of the Witwatersrand, in partial fulfilment of the requirements for the degree of Master of Management in Strategic MarketingThere is a noticeable gap in research conducted in developing markets regarding consumers’ willingness to adopt environmentally friendly behaviours and although global organisations are increasingly adopting sustainable marketing practices, most of the existing research is from a developed market perspective (Amos, 2018; Singh & Pandey, 2012). As such, the research investigates the influence of sustainable marketing practices on South African consumers’ behavioural intentions regarding green products. This research was adapted from a study conducted by Peterson et al. (2021) in the United States. The intention was to replicate and also advance the work by introducing socio-demographic characteristics as a lens through which to understand the buying behaviours of South African consumers regarding green products. A quantitative method with a survey design was used and data was collected from a sample size of 388 respondents in South Africa. This study confirmed that ecocentrism, attitude toward business benevolence and business contributions to my QOL directly influence behavioural intentions regarding green products in the South African context. The concern regarding ethical practices of the business and valuing social justice did not influence South African consumers behavioural intentions regarding green products. With regards to socio-demographic characteristics as moderating variables, the findings showed that gender moderates the relationship between ecocentrism and behavioural intentions confirming that females are more inclined to environmentally friendly behaviours than males. Ethnicity moderates the relationship between attitude toward business benevolence and behavioural intentions, over-indexing in people of colour. Multi- national organisations that operate in South Africa and by extension, the other SADC member states can use this research as a foundation for developing sustainable marketing strategies in these states. Marketing professionals developing sustainability strategies and NGOs involved in the well-being and enhancement of individuals' quality of Life (QOL) within the SADC communities can also use this research for developing sustainable marketing practices.en© University of the Witswatersrand, JohannesburgSustainable marketing practicesBehavioural IntentionsGreen productsGreen FrameworkSupport for sustainable businessUCTDSDG-8: Decent work and economic growthDissertation