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Keywords: Zero waste
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Journal Articles
Journal:
Journal of Social Marketing
Journal of Social Marketing (2026) 16 (3): 350–374.
Published: 12 February 2026
...Euodia Isabella Botha; Yolanda Jordaan Purpose The purpose of this study is to identify zero-waste activities that drive zero-waste behaviour frequency among South African consumers, using the 5R (refuse, reduce, reuse, recycle and rot) framework and from a motivation-opportunity-ability ( MOA...
