Determinants of Youth Green Consumption in Rural South Africa: Moral Identity, Environmental Responsibility, and Locus of Control

This study examines whether moral identity, perceived environmental responsibility, and locus of control predict green consumption behaviour among young consumers. Adopting a quantitative approach, the study follows an explanatory research design grounded in the positivist paradigm. Primary data were collected through a self-administered questionnaire delivered to respondents aged 18–35 years. Descriptive statistics were analysed using the Statistical Package for the Social Sciences (SPSS) version 30, while inferential analysis was conducted using Structural Equation Modelling (SEM) via SmartPLS 4. The findings suggest that moral identity and perceived responsibility for environmental damage are significant predictors of green consumption among youth. In contrast, locus of control shows a weak, statistically insignificant association with green consumption behaviour. After controlling for demographic variables, including gender, age, race, education, occupation, and income, the results indicate that only education level and race make significant contributions to the model. Notably, the effect of moral identity becomes insignificant once demographic factors are considered, while locus of control remains insignificant. However, perceived environmental responsibility not only retains its significance but also demonstrates a strengthened effect on green consumption behaviour. These findings highlight the persistence of the attitude–behaviour gap in sustainable consumption among young consumers, particularly in rural contexts. The study contributes to the literature by extending the Theory of Planned Behaviour through the incorporation of moral and psychological constructs within a rural African setting. Practically, the study offers insights for policymakers, educators, and marketers, emphasising the importance of environmental education, moral reinforcement, and targeted behavioural interventions to enhance youth participation in sustainable consumption practices.