Factors affecting environmentally preferable purchasing of sustainable fish products: a theory of planned behaviour perspective.
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Date
2021
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Abstract
Fish stocks have been in crisis for a long time. Many fish species are on the brink of extinction
due to exploitation. As per the Millennium Development Goals 2010, green consumption is one
of the core pillars in achieving environmental sustainability. Given that there is a high level of
unsustainable fishing and fish consumption leading to the depletion of fish resources, it is critical
to understand consumers and their perceptions and behaviours in relation to sustainable fish
products. Better comprehension of factors influencing sustainable fish product purchases can help
improve green marketing efforts to achieve sustainable consumption of these products. The current
study followed a causal research design and quantitative method. The target population for the
study was working individuals. The study population was formed by consumers who are part of
the South African LinkedIn community and who eat fish, whether concerned or not about
sustainability. Judgmental and snowball sampling techniques were used to draw a sample of 200
respondents. Univariate, regression and mediation analyses which were carried out through SPSS
27, provided crucial insights. The extended TPB as a theory underpinning the current study, led to
the discovery of the following key findings: the independent variables (attitude towards sustainable
fish products, subjective norm, perceived behavioural control, moral attitude, environmental
concern, health consciousness, subjective knowledge and objective knowledge) predict intention
to purchase sustainable fish products when they are all together. However, other than attitude
towards sustainable fish products, no variable on its own is significant predictor of intention to buy
sustainable fish products. Therefore, other than improving attitudes towards sustainable fish
products, marketers cannot focus on one specific variable to increase sustainable fish consumption.
All variables need to be addressed to achieve the desired behaviour of sustainable fish
consumption. Recommendations are provided to social & green marketers to do this.
Description
Masters Degree. University of KwaZulu-Natal, Pietermaritzburg.