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Green Purchase Behaviour, Selection Attributes, Organic Products, Generation Y
The primary objective of the study was to explore which attributes of organic products inform Generation Y consumers’ purchase decisions. The study, which was grounded in qualitative research design, utilised data generated from sixteen in-depth interviews carried out in 2014 with Generation Y consumers in Southern Gauteng, South Africa. Thematic content analysis was employed to analyse the collected data. The study identified price, quality, convenience, availability, trust and performance as the main selection attributes that influence Generation Y consumers’ choice of organic products. The findings of the study are important for marketing managers intending to formulate effective green marketing mix strategies and future initiatives focused on stimulating sustainable consumption.