Objective - Despite growing concerns for the natural environment and overall public health, waste levels in South Africa remain alarmingly high. A solution suggested to overcome this rising levels of waste is the practice of zero waste shopping. It should be acknowledged that people around the world currently lived through a global pandemic, forcing them into new working and living realities to take responsibility for the state of the planet. This study, however, was conducted before the pandemic started. The purpose of this article was to thus to assess general customer attitudes regarding zero waste shopping.

Methodology/Technique - A quantitative research paradigm was followed. Primary data was collected by means of a survey, using self-administered structured questionnaires. A total of 150 questionnaires were distributed to respondents within the designated population. Responses were captured in a statistical computer programme and descriptive statistics, frequency distributions and reliability testing were conducted.

Findings - The results revealed that most consumers within the designated population are aware of the negative impact of waste generation on the environment and overall public health. The results further revealed that respondents are aware of the concept of zero waste and its basic premises.

Novelty - The study revealed that a significant paradigm shift in consumer attitudes and habits is still required in order for zero waste shopping to be adopted successfully in any developing country.

Type of Paper - Empirical.

Keywords: Sustainability; Waste; Waste Management; Zero Waste Shopping; Theory Of Planned Behaviour

JEL Classification: M20; M30

URI: http://gatrenterprise.com/GATRJournals/JMMR/vol5.4_6.html

DOI: https://doi.org/10.35609/jmmr.2020.5.4(6)

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