Classifying consumer zero-waste behaviours in South Africa: applying the 5R framework through discriminant analysis

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) framework perspective. Design/methodology/approach A cross-sectional study was conducted among South African adults, using an online self-administered questionnaire distributed via a paid social media advertisement, which resulted in 486 respondents. Discriminant analysis was used to determine which zero-waste activities effectively distinguish consumers in relation to how often they engage in zero-waste behaviours as a whole. Findings Three components of the 5R framework were classifiers of zero-waste behaviour, namely, reduce, reuse and recycle. The findings of this study indicate a significant difference between the groups, based on 5 (of the 30) zero-waste activities in the 5R framework, which included avoiding using paper unnecessarily, separating recycling into different containers, using reusable products rather than disposable ones, repurposing items for alternative uses and buying smart (e.g. reusable, refillable and rechargeable products). Originality/value This study mainly contributes to understanding zero-waste behaviours among consumers from a 5R perspective. The findings also contribute to Sustainable Development Goal 12 (Responsible production and consumption) by focusing on the implementation of zero-waste practices. By applying the MOA framework, this study provides targeted strategies to guide policymakers, businesses, and marketing practitioners on the appropriate zero-waste activities to focus on to achieve maximum impact. This study also offers practical ideas for promoting zero-waste behaviours, ultimately creating positive brand perceptions and tapping into the growing demand for sustainable product alternatives.