Abstract:
Globally, natural disasters are on the rise and research points out that human activity is largely to
blame for this phenomenon. The problem is that unless there is significant behaviour change in how human
beings interact with the environment, the world will continue counting losses in terms of human life, livestock,
crops, and infrastructure due to environmental disasters. The study investigated whether awareness of environmental
consequences predicts green product repurchase intentions and whether green psychological
benefits mediate the relationship between awareness of environmental consequences and green product
repurchase intentions. The study was quantitative in nature and primary data was gathered from a random
sample of 153 respondents through the survey. Self-administered questionnaires were randomly distributed
to 500 shoppers and 153 were returned with sufficient data to conduct data analysis. Simple linear regression
and hierarchical regression analysis were performed to draw meanings from the data. The results indicate
that awareness of environmental consequences predicts green product repurchase intentions and that green
psychological benefits partially mediate the relationship between awareness of environmental consequences
and green product repurchase intentions. Following the Signaling Theory, the findings of the study imply that
marketers have an opportunity to work hand-in-hand with green customers towards protecting the ecosystem.
The study recommends that marketers need to intensify their genuine environmental awareness campaigns
and clearly communicate the benefits of green products (real and perceived), to ensure they trigger a positive
attitude among customers to facilitate a widespread shift to eco-friendly products.
