Environment attitudes and social influence of sustainable practices: a study on consumer behaviour in Zimbabwe
Abstract This article examines the relationship between environmental attitudes, social influence and consumer behaviour towards sustainable practices in Zimbabwe. This study used a pragmatic approach combining descriptive and exploratory research designs to collect and analyse data on environmental...
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| Format: | Article |
| Language: | English |
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SpringerOpen
2025-04-01
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| Series: | Future Business Journal |
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| Online Access: | https://doi.org/10.1186/s43093-025-00499-6 |
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| author | Reason Masengu Patson Chawuruka Chenjerai Muchenje |
| author_facet | Reason Masengu Patson Chawuruka Chenjerai Muchenje |
| author_sort | Reason Masengu |
| collection | DOAJ |
| description | Abstract This article examines the relationship between environmental attitudes, social influence and consumer behaviour towards sustainable practices in Zimbabwe. This study used a pragmatic approach combining descriptive and exploratory research designs to collect and analyse data on environmental attitudes, sustainable practices and social factors influencing consumer behaviour. This study evaluated the measurement model, discriminant validity, structural model and partial least squares (PLS) prediction using Smart PLS V.4.1.0.0. The results reveal that environmental attitudes drive sustainability brand adoption, loyalty, and advocacy, while perceived behavioural control (PBC) and perceived consumer effectiveness (PCE) emerged as robust predictors. The model indicate higher prediction values for Q 2=0.339-0.366 and lower predicted mean squared error/mean absolute error (PMSE/MAE), indicating better prediction performance. Sustainable brand adoption, brand loyalty and perceived effectiveness have stronger predictive power, while sustainable brand endorsement is moderate but within the accepted means. Subjective norms have weak predictive power.The study recommends that policymakers and companies need to enhance consumer education on environmental impacts and use social media to reinforce subjective norms, fostering sustainability practice, in Zimbabwe. |
| format | Article |
| id | doaj-art-c37f4afbb81a4c2892b4ffb45cf59f26 |
| institution | OA Journals |
| issn | 2314-7210 |
| language | English |
| publishDate | 2025-04-01 |
| publisher | SpringerOpen |
| record_format | Article |
| series | Future Business Journal |
| spelling | doaj-art-c37f4afbb81a4c2892b4ffb45cf59f262025-08-20T02:19:58ZengSpringerOpenFuture Business Journal2314-72102025-04-0111111810.1186/s43093-025-00499-6Environment attitudes and social influence of sustainable practices: a study on consumer behaviour in ZimbabweReason Masengu0Patson Chawuruka1Chenjerai Muchenje2Department of Management Studies, Middle East CollegeDepartment of Management and Entrepreneurial Sciences, Women’s University Graduate School of Business and Management, North West UniversityAbstract This article examines the relationship between environmental attitudes, social influence and consumer behaviour towards sustainable practices in Zimbabwe. This study used a pragmatic approach combining descriptive and exploratory research designs to collect and analyse data on environmental attitudes, sustainable practices and social factors influencing consumer behaviour. This study evaluated the measurement model, discriminant validity, structural model and partial least squares (PLS) prediction using Smart PLS V.4.1.0.0. The results reveal that environmental attitudes drive sustainability brand adoption, loyalty, and advocacy, while perceived behavioural control (PBC) and perceived consumer effectiveness (PCE) emerged as robust predictors. The model indicate higher prediction values for Q 2=0.339-0.366 and lower predicted mean squared error/mean absolute error (PMSE/MAE), indicating better prediction performance. Sustainable brand adoption, brand loyalty and perceived effectiveness have stronger predictive power, while sustainable brand endorsement is moderate but within the accepted means. Subjective norms have weak predictive power.The study recommends that policymakers and companies need to enhance consumer education on environmental impacts and use social media to reinforce subjective norms, fostering sustainability practice, in Zimbabwe.https://doi.org/10.1186/s43093-025-00499-6Environmental attitudesSocial influenceConsumer behaviourSustainable practices |
| spellingShingle | Reason Masengu Patson Chawuruka Chenjerai Muchenje Environment attitudes and social influence of sustainable practices: a study on consumer behaviour in Zimbabwe Future Business Journal Environmental attitudes Social influence Consumer behaviour Sustainable practices |
| title | Environment attitudes and social influence of sustainable practices: a study on consumer behaviour in Zimbabwe |
| title_full | Environment attitudes and social influence of sustainable practices: a study on consumer behaviour in Zimbabwe |
| title_fullStr | Environment attitudes and social influence of sustainable practices: a study on consumer behaviour in Zimbabwe |
| title_full_unstemmed | Environment attitudes and social influence of sustainable practices: a study on consumer behaviour in Zimbabwe |
| title_short | Environment attitudes and social influence of sustainable practices: a study on consumer behaviour in Zimbabwe |
| title_sort | environment attitudes and social influence of sustainable practices a study on consumer behaviour in zimbabwe |
| topic | Environmental attitudes Social influence Consumer behaviour Sustainable practices |
| url | https://doi.org/10.1186/s43093-025-00499-6 |
| work_keys_str_mv | AT reasonmasengu environmentattitudesandsocialinfluenceofsustainablepracticesastudyonconsumerbehaviourinzimbabwe AT patsonchawuruka environmentattitudesandsocialinfluenceofsustainablepracticesastudyonconsumerbehaviourinzimbabwe AT chenjeraimuchenje environmentattitudesandsocialinfluenceofsustainablepracticesastudyonconsumerbehaviourinzimbabwe |