M. Tech. Marketing / The focus of this study is on the determinants of positive green-product purchase behaviour of Tshwane youth. Environmental knowledge, environmental concern, social pressure and green-product purchase intentions were identified as determinants of positive green-product purchase behaviour and investigated among a sample of Tshwane youth alongside their green-product purchase behaviour. The differences between the various demographic groups with regard to their positive green-product purchase behaviour were also investigated.

By measuring intentions to purchase, this research gives insight into environmental attitudes, pressures to purchase environmentally friendly apparel, factors that inhibit environmentally friendly apparel purchasing, awareness of environmentally friendly apparel purchase options, and marketing insight into the eco-friendly consumer. The theory of planned behavior (TPB) was used to assess consumer purchasing intentions for environmentally friendly apparel. The TPB consists of a three-pronged measurement: individual attitudes, subjective norms, and perceived behavioral control. Individual attitudes were gauged on three dimensions which included environmental attitudes, demographic patterns, and environmentally friendly apparel purchase intentions. Subjective norms involve social pressure to engage in eco-friendly behavior, perceived individual environmental impact, and desire for uniqueness in dress. Finally, perceived behavioral control was studied through previous environmentally friendly apparel purchases, accessibility of environmentally friendly apparel purchase options, and cost of environmentally friendly apparel. The results revealed that individual environmental attitudes, social pressure to behave environmentally friendly, perceived individual environmental impact, desire for uniqueness in dress, past environmentally friendly apparel purchases, accessibility of environmentally friendly apparel purchase options, and cost of environmentally friendly apparel all have an impact on intentions to purchase environmentally friendly apparel. The variable with the strongest relationship to intentions was social pressure. A demographic profile of intent to purchase environmentally friendly apparel, however, was not possible with this sample. This indicates there is not specifically one type of person who purchases environmentally friendly apparel.