Selected Psychological Factors Predicting Customer Citizenship Behaviours: An Environmentally Friendly Context




customer citizenship, green, product quality, self-control, sustainability


Purpose: Viable business opportunities may be lost when customers revert to unsuitable brands owing to the misreading of brand label information or a lack of understanding of the quality and value of the focal business’s green product offering. Accordingly, this research seeks to advance understanding of selected psychological factors influencing customer citizenship advocacy and personal initiative behaviours in an environmentally friendly context that may aid fellow customers in making more informed and responsible purchase decisions.

Design/Methodology/Approach: A research model was examined, assessing the influence of green attitude, consumer self-confidence, and self-control against criticism on customer citizenship advocacy and personal initiative behaviours in an environmentally friendly context. Survey research was conducted among customers in South Africa who had previously advised others to avoid products that may be harmful to society. Structural equation modelling was applied in the assessment of the research data and to conclude on the hypotheses formulated.

Findings: All hypothesised relationships were supported, except for the relationship between self-control against criticism and personal initiative behaviours.

Originality: Novel insight is provided into the extent to which green attitude, as well as psychological factors relating to how customers perceive and regulate themselves during their interactions with other customers, may influence customer citizenship advocacy and personal initiative behaviours in an environmentally friendly context. Accordingly, the model offers a starting point for green manufacturing businesses and policymakers to develop programmes that may facilitate the desired customer citizenship behaviours, which could contribute to fellow customers purchasing quality green products.


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Author Biographies

Estelle van Tonder, University of South Africa

Prof. E. van Tonder, Department of Marketing and Retail Management, University of South Africa, Pretoria, South Africa.

Daniel J Petzer, Henley Business School Africa Johannesburg

Prof Daniel J Petzer is affiliated with Henleys Business School (SA) and the University of Pretoria, South Africa.

Sam Fullerton, North-West University

Prof. Sam Fullerton is affiliated with Eastern Michigan University, Michigan, United States, and

North-West University, Potchefstroom, South Africa.


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How to Cite

van Tonder, Estelle, Daniel J Petzer, and Sam Fullerton. “Selected Psychological Factors Predicting Customer Citizenship Behaviours: An Environmentally Friendly Context”. Southern African Business Review, 23 pages.



Received 2024-02-01
Accepted 2024-06-05
Published 2024-06-18