Effects of declining income and improving education standards on Green Consumerism in Zimbabwe's FMCG Sector

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Muchenje, Aldrine
Issue Date
Master of Business Administration (Project Management)
Dublin Business School
This qualitative study in Zimbabwe’s fast-moving consumer goods sector investigates the influence of income fluctuations, educational variations, and environmental awareness on consumers’ green purchasing behaviour. Using semi-structured interviews, the research explores how declining income impacts eco-friendly product preferences and the role of education in shaping sustainable consumption during economic downturns. It examines heightened environmental awareness’s effect on consumer beliefs and purchasing commitments. Findings underscore economic challenges’ pivotal role, educational influences, and the significance of broader lifestyle factors in influencing green consumerism. Despite limitations in geographical scope, the study provides nuanced insights aligning with broader literature. The study underlines the complex interplay between income, education, and ecoconscious consumer behaviours. Recommendations emphasise the need for improved market information and affordability of eco-friendly products, urging policymakers and stakeholders to foster a more sustainable consumer landscape.