A study in consumers willingness to purchase water efficient fittings
Thesis (MBA)--Stellenbosch University, 2015.
ENGLISH ABSTRACT: The continuous growth in the world’s population together with the increasing scarcity of water resources, especially drinkable water, has cultivated an environmentally-conscious society. As consumers are looking for eco-friendly alternatives or methods, manufacturers are including environmentally-friendly (EF) products in their product mix to address this topic. However, there seems to be a disconnect between manufacturers of EF product solutions and consumers. Consumers are either not aware of EF products or they are still hesitant in adopting environmentally-friendly products as the perception is that they are either too expensive or there is something amiss with the product’s functionality. It is up to suppliers and marketers of EF goods to do a better job of educating consumers about their products. This research study was conducted to understand the domestic consumer’s ecological behaviour and key influencing factors when purchasing water-efficient fittings. The literature review in this study gives us background on the status quo in terms of climate change, the green consumer, and water supply issues. A survey was conducted amongst domestic consumers in the plumbing retail environment to test their willingness to purchase water-efficient fittings based on their profile, habits and key influencing factors. The profile of the respondent showed a consumer who is more affluent. The water-efficient consumer’s primary concern is to save costs by reducing their water bill. Cost saving is the key influencing driver in terms of consumer’s willingness to purchase water-efficient fittings.