Determinants of Consumer Engagement on Green Product Buying in Food Restaurants in Masvingo Urban, Zimbabwe The Mediating Role of Culture.

Abstract

The study evaluates the effects that consumer engagement has on green product buying in food 
restaurants in Masvingo Urban, Zimbabwe. A descriptive research design was used and 
quantitative data were obtained using a questionnaire survey with restaurant employees and 
customers. The empirical results showed that cognitive engagement, individual environmental 
literacy, emotional engagement, behavioural engagement, interpersonal influence, and the 
moderating effect of culture enhance green product buying. Culture plays a partial mediation role 
in the relationship between customer engagement and green product buying. The study concludes 
that consumer engagement for green product buying should focus on cognitive, emotional, 
behavioural, interpersonal influence variables and the moderating effect of culture to achieve green 
product buying. The study recommends that the government, through policy-makers in the food 
and beverages industry, should educate and promote customer engagement behaviours as guided 
by recommendations of this study.