Exploring the effects of the Cape Twon water crisis on consumer attitudes and buying behaviour towards water-efficient personal care products

Abstract

With the water crisis in Cape Town, consumers are faced with changing their water consumption behaviour and even their purchasing behaviour in order to save water. The purpose of the research study is to explore whether Cape Town residents buying behaviour with regards to water-efficient personal care products will be affected by the water crisis. Water-efficient products are personal care products which have been specifically formulated to use less or no water when in use. Therefore, making them a potential option in decreasing water usage in the hygiene category. Understanding the effect of the water crisis on purchase intentions for these water-efficient personal care products is essential for brands interested in introducing these products into the market or for existing brands to increase usage. Furthermore, this research aims to fill a gap in literature where no research has been conducted with regards to a specific green product category: water-efficient. The Theory of Planned Behaviour was used as the theoretical framework to assist in the understanding consumer behaviour and purchase intentions. The interpretivist research paradigm was used in this study, utilising in-depth interviews to collect the data from the respondents. A major insight from the study indicated that there is a struggle between environmental consciousness and appearance consciousness, whereby consumers are willing to purchase these products in order to save water but are worried about the effects of the products on their appearance. Thus causing an attitude-intention gap for water-efficient personal care products.