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Nadine Sonnenberg
Department of Consumer Science; University of Pretoria; Pretoria South Africa

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Journal article
Published: 09 July 2019 in Sustainability
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Consumers’ clothing consumption is the cause of many social and environmental consequences, especially in emerging economies where consumption continues to escalate. It is therefore vital that consumers adopt more voluntary simplistic lifestyles with sustainable clothing practices. This study relies on the self-determination theory to explore the influence of basic psychological needs (i.e., competence, autonomy, and connectedness) and self-determined motivation (i.e., identified- and integrated regulation as well as intrinsic motivation) on female consumers’ voluntary simplistic clothing practices. Data were derived from 469 online questionnaires and structural equation modeling was employed to test the hypotheses. Competence was identified as the most influential basic psychological need, followed by the need for connectedness and autonomy. Moreover, intrinsic motivation is the strongest predictor of voluntary simplistic clothing practices, while integrated regulation is deemed insignificant and identified regulation has a negative association with the practices in question. In summary, it would seem that female consumers are keen on adopting voluntary simplistic clothing behaviors. This may be due to their intrinsic motivation and competence rather than their exposure to extrinsic influences. This study provides valuable insight into the motivational determinants of voluntary simplistic clothing consumption in South Africa and may thus serve as a platform for further investigation into other emerging markets.

ACS Style

Hanri Taljaard; Nadine Sonnenberg. Basic Psychological Needs and Self-Determined Motivation as Drivers of Voluntary Simplistic Clothing Consumption Practices in South Africa. Sustainability 2019, 11, 3742 .

AMA Style

Hanri Taljaard, Nadine Sonnenberg. Basic Psychological Needs and Self-Determined Motivation as Drivers of Voluntary Simplistic Clothing Consumption Practices in South Africa. Sustainability. 2019; 11 (13):3742.

Chicago/Turabian Style

Hanri Taljaard; Nadine Sonnenberg. 2019. "Basic Psychological Needs and Self-Determined Motivation as Drivers of Voluntary Simplistic Clothing Consumption Practices in South Africa." Sustainability 11, no. 13: 3742.

Original article
Published: 16 April 2018 in International Journal of Consumer Studies
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To date, most role players within the South African textile and apparel industry have neglected the necessity of pro‐environmental apparel behaviour and therefore it has not yet become a familiar concept in the local context. This study focuses on male consumers' underlying motivation and intent to acquire apparel in a manner that demonstrates an eco‐friendly approach. The research hypotheses as well as the framework for this study are based on the various constructs included in the Norm‐Activation Theory (NAT) and the Theory of Planned Behaviour (TPB) as underlying motivational factors that contribute to pro‐environmental apparel acquisition. For the purposes of this study, pro‐environmental approaches were conceptualised as consumers' purposive limitation/ reduction of the amount of apparel acquired as well as the evaluation and selection of apparel based on pro‐environmental attributes. A quantitative, cross‐sectional survey approach was used for explanatory research purposes. Male consumers (18 years and older, n = 305) were reached by means of a non‐probability, purposive sampling method. Respondents completed online as well as paper‐based questionnaires that included scale items that were adapted for use in the local context. Results suggest that respondents are aware of the environmental consequences that are linked to the apparel industry and consumers' apparel behaviour, which then ultimately influences their behavioural intent. However, in contrast to studies conducted abroad, social and moral norms did not significantly influence their decisions to acquire apparel in a pro‐environmental manner. Respondents' attitudes and self‐efficacy (i.e. a dimension of perceived behavioural control) contributed to their intent to acquire apparel in a pro‐environmental manner. Yet, controllability (another dimension of perceived behavioural control) was not a significant predictor of intent and warrants further empirical research. The findings of this study substantiate important recommendations for the development of intervention strategies to promote pro‐environmental apparel behaviour in emerging market contexts such as South Africa. This article is protected by copyright. All rights reserved.

ACS Style

Hanri Taljaard; Nadine C. Sonnenberg; Bertha M. Jacobs. Factors motivating male consumers’ eco-friendly apparel acquisition in the South African emerging market. International Journal of Consumer Studies 2018, 42, 461 -468.

AMA Style

Hanri Taljaard, Nadine C. Sonnenberg, Bertha M. Jacobs. Factors motivating male consumers’ eco-friendly apparel acquisition in the South African emerging market. International Journal of Consumer Studies. 2018; 42 (5):461-468.

Chicago/Turabian Style

Hanri Taljaard; Nadine C. Sonnenberg; Bertha M. Jacobs. 2018. "Factors motivating male consumers’ eco-friendly apparel acquisition in the South African emerging market." International Journal of Consumer Studies 42, no. 5: 461-468.

Conference paper
Published: 18 November 2017 in Developments in Marketing Science: Proceedings of the Academy of Marketing Science
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This study explores the distinctive South African marketplace in focusing on satisfaction of life (SOL), social well-being (SWB) and environmental well-being (EWB) as determinants of consumers’ willingness to forego immediate gratification and consider the long-term implications of their prepurchase evaluation and selection of major household appliances. Household appliances (collectively referred to as “white goods”) impact on the use of natural resources from the initial production throughout the entire lifespan of the product. In recent years, the local white goods industry has shown substantial growth as more households attain economic well-being and converge into an aspiring middle-class segment. As an emerging economy, South Africa is distinguished by economic growth potential, increasing consumption and an ecological footprint that matches high income industrialized countries. Yet, it also differs from more developed nations in terms of extreme levels of income inequality and diverse living standards, which provide impetus for the pursuit of well-being among local consumer populations. It is postulated that consumers who have attained economic well-being, affluence and SOL with high levels SWB (i.e. an appraisal of circumstances and functioning in society) and EWB (i.e. a lifestyle that reveres environmental harmony) will be less likely to engage in future discounting practices (FDP) whereby they prioritize more immediate concerns such as cost of the appliance as opposed to features such as energy consumption that has long-term consequences for the environment, larger population and future generations.

ACS Style

Lorna Christie; Nadine C. Sonnenberg. The Influence of Well-Being on Consumers’ Future Discounting Practices in the South African White Goods Industry: An Abstract. Developments in Marketing Science: Proceedings of the Academy of Marketing Science 2017, 251 -252.

AMA Style

Lorna Christie, Nadine C. Sonnenberg. The Influence of Well-Being on Consumers’ Future Discounting Practices in the South African White Goods Industry: An Abstract. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. 2017; ():251-252.

Chicago/Turabian Style

Lorna Christie; Nadine C. Sonnenberg. 2017. "The Influence of Well-Being on Consumers’ Future Discounting Practices in the South African White Goods Industry: An Abstract." Developments in Marketing Science: Proceedings of the Academy of Marketing Science , no. : 251-252.

Conference paper
Published: 30 April 2017 in Developments in Marketing Science: Proceedings of the Academy of Marketing Science
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As an emerging economy, South Africa (SA) is characterized by a growing economy and increased consumption levels that have harmful environmental consequences. Currently, SA produces among the highest greenhouse gas emissions per unit of gross domestic product (GDP) in the world (OECD 2013), and its energy needs surpass that of several developing countries. This has in part stemmed from the government’s continued service delivery and public housing schemes that transferred an estimated 11 million people from informal settlements into approximately 3 million homes that were built between 1994 and 2010. Efforts are ongoing, which offers substantial growth potential in the SA white goods industry (PwC & Economist Intelligence Unit 2012). Yet, as many households converge into an aspiring middle-class segment and acquire appliances for the first time, efforts are needed to endorse energy efficiency and environmental sensitivity in consumers’ choice of product. Based on the aforementioned arguments, this study was focused on determining consumers’ prioritization of eco-friendly attributes in their evaluation and selection of appliances in the SA white goods market. A structured questionnaire comprising various sections was developed and pretested for this study. Sawtooth conjoint software was used to create trade-off tasks whereby respondents could jointly compare several product attributes in order to select the best possible option. Washing machines served as an appropriate product for these tasks, because they require more resources for production but include state-of-the-art technology to ensure optimum eco-efficiency (Euromonitor International 2013). Apart from energy, these appliances require the use of water and chemicals that have severe implications for SA’s critically strained water resources. The choice set for the trade-off tasks (i.e., attributes and attribute levels) was guided by an extensive review of catalogues, brochures and websites of appliance manufacturers/ retailers. A non-probability sampling approach based on judgement and convenience was used to recruit 648 consumers who were in the process of shopping for appliances in prominent retail outlets within the geographical scope of Tshwane. The aggregate conjoint results indicate that consumers across various age, income and educational levels prioritize brand and price, notwithstanding the lasting financial and environmental repercussions of eco-friendly features. Respondents’ prioritization of attributes formed the basis of four clusters that were labelled as brand buyers (n = 114), price punters (n = 178), energy investors (n = 104) and the indecisive shoppers (n = 252). Brand buyers prioritized brand (39 %) and price (21 %), whereas price punters regarded price as notably more important (40 %) than any other attributes. The energy investors prioritized energy ratings (25 %), although they regarded price almost equally important (22 %), which suggests the...

ACS Style

Nadine Sonnenberg; Alet Erasmus; Adré Schreuder. Consumers’ Eco-Friendly Choices in the South African White Goods Industry: An Abstract. Developments in Marketing Science: Proceedings of the Academy of Marketing Science 2017, 449 -450.

AMA Style

Nadine Sonnenberg, Alet Erasmus, Adré Schreuder. Consumers’ Eco-Friendly Choices in the South African White Goods Industry: An Abstract. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. 2017; ():449-450.

Chicago/Turabian Style

Nadine Sonnenberg; Alet Erasmus; Adré Schreuder. 2017. "Consumers’ Eco-Friendly Choices in the South African White Goods Industry: An Abstract." Developments in Marketing Science: Proceedings of the Academy of Marketing Science , no. : 449-450.

Journal article
Published: 24 July 2014 in International Journal of Consumer Studies
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ACS Style

Nadine C. Sonnenberg; Alet C. Erasmus; Adré Schreuder. Consumers’ preferences for eco-friendly appliances in an emerging market context. International Journal of Consumer Studies 2014, 38, 559 -569.

AMA Style

Nadine C. Sonnenberg, Alet C. Erasmus, Adré Schreuder. Consumers’ preferences for eco-friendly appliances in an emerging market context. International Journal of Consumer Studies. 2014; 38 (5):559-569.

Chicago/Turabian Style

Nadine C. Sonnenberg; Alet C. Erasmus; Adré Schreuder. 2014. "Consumers’ preferences for eco-friendly appliances in an emerging market context." International Journal of Consumer Studies 38, no. 5: 559-569.

Research article
Published: 09 July 2014 in Clothing and Textiles Research Journal
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Increasing consumption in the South African emerging economy necessitates stringent effort toward developing environmental information campaigns that stimulate preferences for eco-friendly alternatives. This qualitative study explores the role of exposure to information about the environmental impact of the apparel supply chain in female students' evaluation and selection of apparel. Based on the outcome of garment selection exercises and focus group discussions, participants were not swayed by exposure to hang tags, audio-visual or printed information sources to prioritize eco-friendly features in their choice of product, nor were they willing to compromise on attributes such as price for the sake of the environment. Participants' recommendations include standardized eco-labels to facilitate identification of eco-friendly alternatives and message content that is short, precise and factual. Interpersonal communication could represent an influential source of information and merits further investigation into the relevance of normative social influence on pro-environmental apparel behavior in the South African emerging economy.

ACS Style

Nadine Sonnenberg; Bertha Jacobs; Dinele Momberg. The Role of Information Exposure in Female University Students’ Evaluation and Selection of Eco-Friendly Apparel in the South African Emerging Economy. Clothing and Textiles Research Journal 2014, 32, 266 -281.

AMA Style

Nadine Sonnenberg, Bertha Jacobs, Dinele Momberg. The Role of Information Exposure in Female University Students’ Evaluation and Selection of Eco-Friendly Apparel in the South African Emerging Economy. Clothing and Textiles Research Journal. 2014; 32 (4):266-281.

Chicago/Turabian Style

Nadine Sonnenberg; Bertha Jacobs; Dinele Momberg. 2014. "The Role of Information Exposure in Female University Students’ Evaluation and Selection of Eco-Friendly Apparel in the South African Emerging Economy." Clothing and Textiles Research Journal 32, no. 4: 266-281.

Journal article
Published: 27 June 2012 in International Journal of Consumer Studies
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ACS Style

Dinele Momberg; Bertha Jacobs; Nadine Sonnenberg. The role of environmental knowledge in young female consumers' evaluation and selection of apparel in South Africa. International Journal of Consumer Studies 2012, 36, 408 -415.

AMA Style

Dinele Momberg, Bertha Jacobs, Nadine Sonnenberg. The role of environmental knowledge in young female consumers' evaluation and selection of apparel in South Africa. International Journal of Consumer Studies. 2012; 36 (4):408-415.

Chicago/Turabian Style

Dinele Momberg; Bertha Jacobs; Nadine Sonnenberg. 2012. "The role of environmental knowledge in young female consumers' evaluation and selection of apparel in South Africa." International Journal of Consumer Studies 36, no. 4: 408-415.

Journal article
Published: 14 February 2011 in International Journal of Consumer Studies
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Although not regarded as the major culprits in terms of the degradation of the world's resources, consumers in developing countries such as South Africa should be encouraged to realize their potential contribution to save our planet. This research investigated consumers' prioritization of product choice criteria in a prominent product category, i.e. major household appliances, to determine and describe how consumers could be encouraged to accept the principles of pro-environmental product choice and consumption behaviour. The survey that was conducted in Tshwane, a major urban area in South Africa, in 2010 involved a structured questionnaire that was distributed by means of a convenient snowball method. Findings (n = 446) indicated that the majority of respondents always/mostly considered desirable functions rather than aesthetic attributes or price as important choice criteria, and that consumers would like to obtain information about the ‘greenness’ as well as the ‘functionality’ of appliances before purchasing. Consumers strongly agreed that the durability of appliances (service life) as well as running costs, i.e. electricity and water consumption, should be considered. Consumers seemed undecided about issues concerning recycling and recycling centres, the benefits of modern appliances and whether locally manufactured appliances are better than imported brands. Although different sources of information could be influential during consumers' pre-purchase evaluation of major household appliances, consumers' reliance on personal acquaintances (friends and family) surpassed their trust in salespeople as information source by far. The majority of respondents indicated that they used printed information sources such as promotional material and brochures as information sources. Retail and industry should supply comprehensive information about pro-environmental properties of their products. The results of this special investigation may be transferred to similar target groups in developing countries but are not typical for consumer behaviour elsewhere, whereas the methods are generally applicable.

ACS Style

Nadine C. Sonnenberg; Alet C. Erasmus; Sune Donoghue. Significance of environmental sustainability issues in consumers' choice of major household appliances in South Africa. International Journal of Consumer Studies 2011, 35, 153 -163.

AMA Style

Nadine C. Sonnenberg, Alet C. Erasmus, Sune Donoghue. Significance of environmental sustainability issues in consumers' choice of major household appliances in South Africa. International Journal of Consumer Studies. 2011; 35 (2):153-163.

Chicago/Turabian Style

Nadine C. Sonnenberg; Alet C. Erasmus; Sune Donoghue. 2011. "Significance of environmental sustainability issues in consumers' choice of major household appliances in South Africa." International Journal of Consumer Studies 35, no. 2: 153-163.