Zero waste behaviours : theory of planned behaviour, closing the green gap and segmentation

This dataset contains data related to zero waste behaviours among South African consumers. Specifically, quantitative research was conducted among a convenience sample of South African social media users regarding their attitudes, subjective norms, perceived behavioural control, zero waste intentions and actual zero waste behaviours (the theory of planned behaviour). Furthermore, data was collected regarding respondents' status consumption, conspicuous consumption and social media use as it relates to zero waste behaviours. Data on respondents' relative engagement in each of the five dimensions of zero waste behaviours (refuse, reduce, reuse, recycle and rot/composting) was also gathered using the analytical hierarchy process.