Thesis (MBA)--Stellenbosch University, 2015. / ENGLISH ABSTRACT: The continuous growth in the world’s population together with the increasing scarcity of water
resources, especially drinkable water, has cultivated an environmentally-conscious society. As
consumers are looking for eco-friendly alternatives or methods, manufacturers are including
environmentally-friendly (EF) products in their product mix to address this topic. However, there
seems to be a disconnect between manufacturers of EF product solutions and consumers.
Consumers are either not aware of EF products or they are still hesitant in adopting
environmentally-friendly products as the perception is that they are either too expensive or there is
something amiss with the product’s functionality.
It is up to suppliers and marketers of EF goods to do a better job of educating consumers about
their products.
This research study was conducted to understand the domestic consumer’s ecological behaviour
and key influencing factors when purchasing water-efficient fittings. The literature review in this
study gives us background on the status quo in terms of climate change, the green consumer, and
water supply issues. A survey was conducted amongst domestic consumers in the plumbing retail
environment to test their willingness to purchase water-efficient fittings based on their profile,
habits and key influencing factors.
The profile of the respondent showed a consumer who is more affluent. The water-efficient
consumer’s primary concern is to save costs by reducing their water bill. Cost saving is the key
influencing driver in terms of consumer’s willingness to purchase water-efficient fittings.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:sun/oai:scholar.sun.ac.za:10019.1/97320 |
| Date | 04 1900 |
| Creators | Dumalisile, Sinovuyo |
| Contributors | Volschenk, J., Stellenbosch University. Faculty of Economic and Management Sciences. Graduate School of Business. |
| Publisher | Stellenbosch : Stellenbosch University |
| Source Sets | South African National ETD Portal |
| Language | en_ZA |
| Detected Language | English |
| Type | Thesis |
| Format | ix, 62 pages : colour illustrations |
| Rights | Stellenbosch University |
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