Mind the Green Gap - Demographic Influences and Strategies to Close Recycled Product Intention-Behaviour Gaps in Germany and South Africa

Abstract

This study investigates the role of demographic and other factors on intention-behaviour gaps for the purchase of three recycled product types, comparing between a developed (Germany) and a developing country (South Africa). The overall objective is to identify if demographic profiles for German and South African consumers differentiate between those with large and small intention-behaviour gaps, with the ultimate goal of identifying logical target markets for recycled products, and whether such demographic profiles differ according to product type and level of economic development. A quantitative survey in each country used an online questionnaire, resulting in samples of 603 Germans and 692 South Africans. The findings showed that demographics plays a limited role in purchase behaviour for different types of recycled products in the two countries. In South Africa, only age was a significant differentiator for mobile phone intension-behaviour gaps, while in Germany only gender and age differentiated the t-shirt intension- behaviour gaps. Regarding other factors, availability was a significant predictor of t-shirt purchase behaviour, while subjective norm was significant for mobile phones. Other influencing factors were not significant predictors for any of the German target markets. Based on this we suggest measurements for the industry, for example, improving awareness of availability.