UNDERSTANDING SOUTH AFRICAN MILLENNIAL CONSUMER ATTITUDES TOWARDS BRANDS THAT SUBSCRIBE TO ENVIRONMENTALLY SUSTAINABLE PRACTICES

Abstract

This qualitative study was undertaken to understand if brands that subscribe to environmentally sustainable practices resonate with Millennial consumers in South Africa. Deloitte (2019) indicated that Millennials prioritize environmental sustainability in their purchase decisions. Whilst this may be true for other countries, limited research was conducted in a South African Context. The study looked at environmental sustainability as a vital component to business operations (Chladek, 2019). Currently the extent of environmental damage requires brands to operate in a manner that preserves resources (The World Economic Forum, 2020). Porter and Kramer (2011) highlights that businesses are regarded as being the cause of environmental problems within society. Thus it is important for brands to pursue environmental sustainability to regain consumer trust. This research study focused on Millennial consumers in South Africa. It is important to align to the demands of the Millennial generation since they currently represent the largest generation with purchasing power in South Africa. 6 semi structured interviews via the Zoom platform were undertaken. Participants were chosen based on their accessibility and willingness to participate. The interviews were voice recorded which was then transcribed. Coding, content analysis and narrative analysis were then undertaken.