Research Publications (Management Sciences)

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Assessing the performance of green roofs for stormwater runoff mitigation in the South African urban environment
(Journal of Urban and Environmental Engineering, 2021-12-31) Sucheran, Reshma; Sucheran, Arisha
Rapid urbanization has altered the hydrologic cycle, causing increased runoff rates and peak flows in the drainage system. Cities are now facing serious problems relating to stormwater management such as water scarcity, degraded waterways, and increased flooding. Under such circumstances, green roofs present numerous benefits including the retention of rainwater for a longer time and a delay in the peak discharge. Using data from various storm events, this study examined the performance of retrofitted green roofs for stormwater management in the eThekwini region of South Africa. The study also used the Personal Computer Storm Water Management Model (PCSWMM) to investigate the effect that the best performing green roof would have on stormwater flow rates and volumes for the region. The results concluded that the green roof systems proved to significantly reduce stormwater runoff flow rates and volumes, and retention largely depended on the intensity and duration of the rain events. The PCSWMM model further confirmed that when compared to the base model, peak flow rates from the green roof model decreased by over 40% for all storm intensities. It can therefore be concluded that the implementation of green roofs within the eThekwini Central Business District (CBD) will be highly effective in reducing peak stormwater flow rates.
The ‘chav’ subculture : branded clothing as an extension of the self
(Open Journal Systems, 2013-03) Mason, Roger Bruce; Wigley, Gemma
This paper explores the chav phenomenon as a consumer subculture, with special reference to branding and consumer behaviour. The study is important because of the presence of chavs in many consumer markets, and their significant role in the consumption of numerous products. The aim of the primary research was to compare the branded clothing choices of two groups, namely chavs and non-chavs. A qualitative method was used, namely a survey of thirty 14 to 23 year olds (fifteen each of chavs and non-chavs), followed by in-depth interviews with four of the respondents. The issues studied were the relationships between the choice of branded clothing and the respondents’ social experiences, or backgrounds, as well as whether these backgrounds acted as motivations for the respondents’ consumer behaviour. The findings indicate a relationship between the wearing of branded clothing by chavs and their social backgrounds. Their consumption behaviour may be explained by the wearing of branded clothing as an extension of the self. The findings also provide an indication of differences between chav’s and non-chav’s perceptions of branding and consumer behaviour.
Community-based tourism development : a Hiking Trails perspective
(AJHTL, 2017) Mnguni, Mzobanzi Erasmus; Giampiccoli, Andrea
Community-based tourism (CBT) is an alternative form of tourism development that aims to contribute to holistic development of disadvantaged community members. The relevance of CBT is growing and while CBT development may have many opportunities, it also boast various and relevant challenges. Thus, specific CBT development models are required to enhance CBT chances of success. Hiking trails are seen as a possible option to local development specifically, but not exclusively, to rural areas. In addition heritage tourism is also seen as a relevant tourism sector. In this context, this paper proposes a specific model for CBT link to hiking trails development as trails mostly based on the local cultural and natural assets. The paper that is based on desk research intends to contribute to the tourism literature in relation to community development by specifically proposing a model of CBT hiking trails development. After an introductory section, the paper will explore matters related to CBT and trails development leading to a proposed CBT hiking trail development model. Thereafter, an initial suggestion about a possible CBT hiking trails system in the South Coast of KwaZulu-Natal province of South Africa is briefly outlined. A conclusion will terminate the paper.
A comparative analysis of the South African and global tourism competitiveness models with the aim of enhancing a sustainable model for South Africa
(International Foundation for Research & Development (IFRD), 2014-04) Maharaj, S.; Balkaran, Rishi
The quality of life of society as a whole is to a considerable extent determined by the role of government. South African society is characterised by the presence of a wide gap between the rich and the poor. This is exacerbated by the presence of poverty, HIV/AIDS, crime, corruption and exploitation. Governments attempt to address these contradictions are encapsulated in various policies that detail in accurate form, the needs of the majority of South Africans. Whilst policies depict the needs of the majority of South Africans, these needs remain undelivered. The void between the formulation of policy and service delivery has been most severely felt by the poor. Policy implementation is the responsibility of central, provincial and local government. The policy on tourism has been identified as one of the major players in resolving the impasse that is experienced by government. According to South Africa’s National Tourism Sector strategy (2011 & 2016) the country’s tourism’s economic contribution is set to increase from R318, 16 billion by 2015 to R499 billion by 2020. The challenge however, remains in harnessing Tourism policy in a way that addresses the past and current contradictions. Legislative provisions, policies and plans have set the tone in terms of the direction that tourism should be heading. Public sector institutions at national, provincial and local levels have equipped themselves to develop and enhance the tourism industry in such a way that it resonates with the South African tourism imperatives. This places within context the role of public organisations and its capacity to deliver in terms of government’s national imperative. The tourism industry is complex with a range of different stakeholders. There is an inextricable link between the tourism and hospitality industries. This paper attempts to improve on the South African tourism competitiveness with the expressed intention of enhancing growth and sustainability.
The conceptualisation of tourism and hospitality within a public administration framework in South Africa : a case study of a Tourism Provincial Administrative Authority in KwaZulu Natal
(International Foundation for Research and Development, 2013-07) Balkaran, Rishi
Objectives of this paper are to: locate the study into a conceptual framework by conceptualising and clarifying Tourism and Public administration and management; Constitutional and legislative provisions relevant to the tourism and hospitality industries; National, provincial and local government administration with a view to locating Tourism and the Tourism Provincial Authority. Paper clarifies the intrinsic relationship between Government functions at national, provincial and local levels and the tourism and hospitality industries. The essence of the paper depicts the policy and a legislative framework formulated by government for the purposes of effective and efficient application to relevant structures at central, provincial and local levels. The welfare of the tourism and hospitality industries depend to a large extent on the delivery of services from public institutions at all levels of government.
Constraints of young prospective tourism entrepreneurs in the semi-rural areas in KwaZulu-Natal
(Africa Journals, 2019-10-17) Mbele, Kwethemba Good-present; Nyide, Celani John
Tourism is increasingly regarded as a potential catalyst for rural economic development. As it stands, the global economic situation and the progress of youth entrepreneurship in developing economies are leaving a lot to be desired. Cultural diversity, level of education, dire market standards, and grim socio-political environments are some of the factors that should be taken into consideration when aiming to create an enabling setting that will open tourism entrepreneurship opportunities for a developing country like South African. This study’s objectives are the investigation of the limitations that prevent young people from pursuing tourism entrepreneurial activities in a semi-rural area. This research was conducted in the Umdoni Local Municipal area, a semi-rural area in KwaZulu-Natal, South Africa. A sample size of 126 respondents from the selected semi-rural area was selected to participate in this study. This was achieved using a snowball sampling technique and the results were analysed using Statistical Package for Social Sciences. The study highlights that inability to secure financial support is one of the primary constraints for the setting-up of a new business. The study also found that youth support structures, such as National Youth Development Agency and the Department of Trade and Industry, that should stimulate and develop tourism entrepreneurship for the youth in the Umdoni Local Municipality area, are not accessible. This research recommends that finance for youth entrepreneurship initiatives in the tourism sector be introduced by financial institutions and access should not be tortuous. Government policies should be examined in terms of their effectiveness on entrepreneurship establishment, as well as their regulatory burden on new start-ups.
Corporate Social Responsibility (CSR) in the hotel and lodge sector in KwaZulu-Natal, South Africa
(AJHTL, 2016) Sucheran, Reshma
Corporate Social Responsibility (CSR) has gained in prominence in the tourism and hospitality sector. Despite the increasing focus of CSR as promoting and enhancing sustainable and responsible environmental management practices, there is limited research that examines CSR in the hospitality sector and in relation to accommodation establishments in particular. The literature also highlights that where research exists, there tends to be a focus on developed contexts rather than developing countries such as South Africa. Thus, this study contributes to this growing and important area of research by focusing on in hotels and lodges in KwaZulu-Natal to address limited knowledge in this area, especially in the South African developing context, drawing on primary data collected using a case study approach. This article presents the results of an online survey conducted with 60 hotel and lodge managers targeting all 141 hotels and lodges located in KwaZulu-Natal. The structured questionnaire sought information on the profile of the accommodation issues and CSR aspects. The structured questionnaire was complemented with key informant interviews to solicit qualitative information and probe further results emanating from the quantitative data. The results indicate that hotels and lodges in KwaZulu-Natal support CSR activities. Hotels and lodges use local labour, bought goods and services from the local community, donated to local charities and purchased fair trade products. CSR is often done in partnership with other stakeholders. Despite widespread support of CSR, concerns were raised about quality issues.
Corporate Social Responsibility and Ethical Banking for Developing Economies
(International Foundation for Research and Development, 2013-11) Dorasamy, Nirmala
Corporate social responsibility is being increasingly considered vital for organizational success and sustainable growth, especially in view of corporations operating in an environment with multiple stakeholder interests. Investment in CSR should not been seen as an expense, but rather the allocation of resources to strengthen relationships with stakeholders in an endeavour to reap the multifaceted benefits of such investments Financial institutions like banks need to be seen as leading organizations who engage in social activities that uplift society, the environment and economy. The article analyses significant areas of corporate social responsibility for banks which are integral for customers, government, suppliers, citizens, employees and global partners for enhancing the responsibility of banks to a diverse range of stakeholders who have an interest in the banks. This ‘common good’ reputation can provide several advantages to banks which further impacts on the performance of banks.
Corporate social responsibility and human resource performance : evidence from a selected medium manufacturing organisation in South Africa
(2023-05-15) Zondo, Robert Walter Dumisani; Maome, Itumeleng Judith
Over the years, the concept of Corporate Social Responsibility (CSR) has gained popularity as a management philosophy whereby companies integrate social and environmental concerns in their operations and interactions with stakeholders. It aims to contribute to societal goals of a philanthropic, or charitable nature by engaging in activities or supporting volunteering or ethically-oriented practices. This practice has mostly been associated with large organisations. However, small and medium enterprises (SMEs) have been recognized for their contributions in social and economic development of any country. Hence, this study examines the influence of CSR on human resource performance in the selected manufacturing SMEs in South Africa. This study was quantitative in design and examined production and related experiences of the manufacturing SME organisation that had adopted CSR strategy for human resource improvement. The Ordinary Least Squares (OLS) model, using Statistical Package for Social Sciences (SPSS), was used to analyse data. The selected company operates in the eThekwini District Municipality in KwaZulu-Natal. The study was achieved by collecting pre- and post-quarterly data for employee turnover and labour absenteeism. The results indicate that both employee turnover and labour absenteeism have no relationship with human resource performance post- CSR implementation. However, CSR has a relationship with human resource performance. Any increase in CSR activities results in an increase in human resource performance. Formal CSR programmes can boost employee morale and lead to greater productivity in the workforce.
The disclosure practice of governance element of integrated reporting in Ghana
(Inderscience Publishers, 2023) Maama, Haruna; Kabir, Md Humayun; Doorasamy, Mishelle
Integrated reporting encourages firms to provide information on their environmental, social and governance activities. Studies on this area in developing countries concentrate on the environmental and social aspects of the phenomenon, thus neglecting the governance disclosure element. Given this, the study examined the disclosure practices of the governance element of integrated reporting among Ghanaian listed firms. The content of 410 annual reports of 33 firms was examined based on a checklist of 18 disclosure items. Moving average scores and Wilcoxon signed-rank test were employed to analyse the data. The study found that governance reporting is receiving attention in Ghana, suggesting that the firms have recognised its potentials. The findings imply that the firms employed governance reporting as a strategy to influence public perception and obtain their acceptance. This study provides insights into how firms address the governance aspect of integrated reporting that is neglected in the literature.
Dividing the spoils? Mining and tourism in South Africa
(MCSER Publishing, 2014-01) Giampiccoli, Andrea; Mtapuri, Oliver
This article looks at the mining and tourism sectors through the prisms of a society still attempting to redress the evils of the apartheid past. In so doing, it provides a typology of the dominant characteristics active in both sectors to upack the structural factors which oppress the precariats in these sectors. Precariats are the employees in a precarious situation in these sectors trying to eke out a living under extermely difficult working conditions. From the analysis, the common denominator in the two sectors is the low ‘slavery’ wages. The poor has not benefited materially from economic growth such that unemployment, poverty and inequality still remain as the country’s major challenges. The Black Economic Empowerment policy has been found wanting in empowering previously disadvantaged groups due partly to the co-option of black elites by white capital resulting in the maintenance of the pre-1994 concentration patterns. This article advocates a paradigm shift towards a system in which redistributive justice should be instituted, including a balanced distribution of power/control, resources, knowledge, capacities and benefits in these sectors for the benefit of all.
Dividing the spoils? mining and tourism in South Africa
(MCSER Publishing, 2014-01) Giampiccoli, Andrea; Mtapuri, Oliver
This article looks at the mining and tourism sectors through the prisms of a society still attempting to redress the evils of the apartheid past. In so doing, it provides a typology of the dominant characteristics active in both sectors to upack the structural factors which oppress the precariats in these sectors. Precariats are the employees in a precarious situation in these sectors trying to eke out a living under extermely difficult working conditions. From the analysis, the common denominator in the two sectors is the low ‘slavery’ wages. The poor has not benefited materially from economic growth such that unemployment, poverty and inequality still remain as the country’s major challenges. The Black Economic Empowerment policy has been found wanting in empowering previously disadvantaged groups due partly to the co-option of black elites by white capital resulting in the maintenance of the pre-1994 concentration patterns. This article advocates a paradigm shift towards a system in which redistributive justice should be instituted, including a balanced distribution of power/control, resources, knowledge, capacities and benefits in these sectors for the benefit of all.
Eco-labels in the tourism sector in South Africa : benefits and barriers
(AFRICAJOURNALS, 2020-01-01) Sucheran, Reshma; Arulappan, Lucinda
The considerable increase in tourism activities over the years equates to notable economic and social benefits. Patent as one of the most emergent sectors of the global economy, the degree and prospect of tourism growth, however, raises concerns on its negative environmental and social impacts. Conserving these environments is of utmost importance as damage to environmental quality can eventually destroy the tourism industry. The launch of eco-labels to environmentally vulnerable tourism organizations and destinations is presently being implemented in many countries in an effort to protect the natural and socio-cultural resources of a destination. A number of eco-labels exist within the tourism industry in South Africa. These eco-labels are anticipated to have a profound effect on the contribution towards sustainable tourism within the country as these are considered to be highly compatible with sustainable tourism initiatives. This study provides an overview of eco-labels in South Africa and examines the benefits and barriers associated with eco-label certification. A quantitative research approach was used, and the data was collected utilizing an online questionnaire. A census sampling approach was used to target 104 tourism businesses in South Africa that have eco-label certification. The key eco-labels targeted in the study were the Blue Flag, Fair Trade in Tourism, Heritage Environmental Management Company, and GreenLine - certified by Heritage. The study revealed that tourism businesses in South Africa do experience several benefits through eco-label certification. However, businesses also encounter many barriers with eco-label certification in terms of high costs associated with being certified, the lack of general public awareness regarding eco-labels and the absence of government support. Consequently, cost reduction, promotion of public awareness as well as government support are the main areas of improvement suggested by tourism establishments with regards to eco-labels.
The economic impacts of tourism on the local community of Bergville, Kwazulu Natal, South Africa
(International Foundation for Research and Development (IFRD), 2015-10) Mabaso, Simiso Lindokuhle
Tourism is playing an increasingly important role in the local and national economy. The outstanding beauty of the northern Drakensberg is a prime tourist attraction in KwaZulu-Natal, attracting a regular flow of tourists throughout the year (Okhahlamba Municipality, 2013). The primary objective of this research is to investigate whether the benefits of tourism that are supposed to be reaped by the local community of Bergville, exist. If so, what are these benefits? There might be people from the local community, who are working within the tourism sector, but what are the types of jobs that they do, their level of job-satisfaction, and the extent to which they are able to earn a living from employment within the tourism sector? Do they have the necessary skills and training to allow them to make a successful career within the tourism sector? The White Paper on the Development and Promotion of Tourism (DEAT, 1996), states that with any tourism development in the local communities, local people should be involved in the decision making. They should be trained if they lack the necessary skills required to participate in that development. All these issues are relevant to Bergville as the region has a lot of tourism development, and it is a place that integrates tourism and conservation.
Evaluating transformation progress of historically disadvantaged South Africans : programme perspective on the downstream petroleum industry
(AOSIS, 2019-07-27) Makiva, Msuthukazi; Ile, Isioma; Fagbadebo, Omololu M.
Background: Since the dawn of democracy in 1994, the South African (SA) government has sought to ensure economic transformation of historically disadvantaged people, using a series of programmes and projects. The petroleum downstream of SA, regulated by the Department of Energy, is among the industries that government uses to maximise transformation. Through a licensing sub-programme, one major condition stipulated prior to awarding licences to operate is the inclusion of historically disadvantaged South Africans in the business plans. Objectives: This article evaluates the extent to which one of the sub-programmes developed to empower historically disadvantaged South Africans (HDSA) in the downstream petroleum industry (petroleum licensing) meets the requirements of the identified relevant evaluation criteria, based on the guidelines of the Development Assistance Committee of the Organisation for Economic Cooperation and Development (DAC/OECD). Method: This sub-programme (partial summative evaluation) is critical as it sought to determine its alignment to the tenets of government policy of addressing past inequity by means of economic ownership. The DAC/OECD evaluation criteria were selected to measure the relevance, effectiveness, efficiency, impact and sustainability of the sub-programme. The justification for using this model is that it is appropriate to public policy response and management tool, especially for developing countries. Some of these measurements were conducted qualitatively, while some were done quantitatively. Results: Emerging data trends analysed indicate that there is a great deal of efficiency in the delivery of licences to operate in the downstream petroleum sector as these were issued in high volumes. The same cannot be said about the HDSAs' economic empowerment, by means of 'dealer' and 'company' ownership. Conclusion: Research concludes that the lack of critical resources, such as funding, land, infrastructure and critical skills, were the main reasons why the sub-programme is DAC/OECD non-compliant.
Examining the practice of Corporate Social Responsibility (CSR) in Sub-Saharan Africa
(Virtus Interpress, 2014) Rampersad, Renitha; Skinner, Chris
In this study, we will examine the way in which CSR is conceptualised by various scholars along with the realities of its implementation on the ground in specific African countries. The key objectives of this paper are therefore; to extend the discussion of Corporate Social Responsibility (CSR) by providing insight into the effect that the level of economic development may have on CSR and the impact this may have on the practice of CSR amongst leading companies in Sub-Saharan Africa. The paper will focus on discovering the similarities and differences in policies, procedures and practices in the region as a whole. In order to help shed some light on these issues, this article explores how leading companies report on CSR in five Sub-Saharan countries (Ghana, Nigeria, Cameroon, Kenya, and South Africa). Our analysis of company information reveals that opportunities are widely appreciated and that most companies report on their economic and social impacts. However, CSR reporting is fairly generic, and the specific context seems to bear only a limited influence on the type of CSR activities undertaken.
Exploring the impact of Women Organizations in Peacebuilding in South Sudan; Post Independence Progress
(Palgrave Macmillan, 2023-05-26) Isola, Abidemi Abiola; Okeke-Uzodike, Obianuju Ebele; Akinola, Adeoye Ologuntoye
This book offers a holistic understanding of the convergence between governance, conflict and security in Africa. It adopts a political economy approach and qualitative research method, funded on unstructured interview and case studies, to unravel the governance and security questions in Africa. There are exhaustive studies on conventional threats to security in post-colonial Africa; however, there has been a dearth of rigorous research on other emerging threats to human security, which have the potency to aggravate Africa’s insecurity and underdevelopment. While cases of armed insurrections and civil wars have reduced on the continent, diverse forms of violent conflicts have endangered the security of lives and property. What explains this trend? As well captured in the volume, the shrinking of many African states and the deepening of structural violence engendered new forms of violent conflict—terrorism, xenophobia, students-led violent protests, gender-based violence, youth-led dissent—and the resurgence of old conflicts, as seen in the new waves of coups in the Sahel and West Africa. Several African states continue to demonstrate their incapacity to ensure peace and security within their territorial delineations. A resurgence of conflict generated by water and land impedes the quests for social stability, security and socio-economic sustainability in many parts of Africa. In the case of land, it manifests as both structural violence (a precondition for physical violence) and farm attacks as experienced in South Africa, where a high level of land-related inequality and physical violence persist. Despite the optimism associated with the ‘Africa rising’ conversation, conventional and contemporary threats to peace have stunted its developmental projects. Indeed, there is a strong connection between security and development. While Paul Coulier’s insisted that economic consideration causes and perpetuates conflict, the literature identifies both economic and political variables—particularly the state and the political power system—as the main determinants of conflict. Africa’s shifting nature of conflict necessitates fresh conversation on exploring effective contextual techniques to ensure Africa’s peace and security. Furthermore, the changing character of the security landscape reveals a rising gap between practice and classical thoughts on conflict, security and governance. Thus, the editor of the book, Oye Akinola, received support from the Institute of Pan-African Thought and Conversation (IPATC) at the University of Johannesburg, to host an author’s workshop and brainstorm new trends on conflict and security and the imperativeness of proffering sustainable recommendations for policymaking. The authors in this volume attended and made paper presentations at the workshop, between 10 and 11 March 2022, at the Sheraton Hotel in Pretoria, South Africa.
Globalisation and convergence of food taste in the case of South African pizza
(AJHTL, 2016) Balkaran, Rishi; Giampiccoli, Andrea; Mtapuri, Oliver
Globally food is central to cultures and this brings uniqueness and diversity to global cuisines. The aim of this article is to analyze the contribution of globalisation to convergence/divergence of food taste using pizza as a proxy. To that end, the article specifically makes comparisons between pizzas from Italian cookbooks with South African and franchised United States ones. The article is primarily based on secondary data. The article posits that beyond pizza names, the impact of globalisation has been profound on the culinary and gastronomic landscape using the South African pizza as a case in point. Franchises have adapted menus as a strategic way to penetrate new markets. This has been done through the adoption of local ‘geographic’ names to name the pizzas and the introduction of local varieties of pizza. The article also observes patterns of uniformity and dis-uniformity of food production, the standardisation and de-standardisation of pizza to produce adulterated versions, changes in consumption patterns and lifestyles and the replacement of local cuisines and homogenisation of tastes via the migration of pizza. Pizza has morphed and universalised to become an everyday food through the ‘pizzarisation’ of gastronomies throughout the world. Global firms through their franchises can influence the speed and direction of changes in menus, eating patterns, taking out, or eating on site, regularity of eating, eating with bare hands or utensils and so forth.
The impact of corporate social responsibility on financial performance in a selected medium-sized clothing manufacturing organization in South Africa
(Durban University of Technology, 2024) Maome, Itumeleng; Zondo, Robert Walter Dumisani
Corporate Social responsibilities (CSR) is an established idea that urges corporations to incorporate environmental and social responsibilities into their operations. It enables businesses to be socially responsible to stakeholders and the public. Small and medium-sized enterprises (SMEs) have received international recognition for their contributions to social and economic development. This study investigates the impact of CSR on financial performance at a medium-sized clothing manufacturing company in the eThekwini District Municipality of KwaZulu Natal, South Africa. The study was designed to be conclusive. It employs a quantitative approach, examining the experiences of an organization that has implemented CSR. The study's objective was met by gathering pre- and post-quarterly data on profitability and production costs. The data was analysed using the Ordinary Least Squares (OLS) model and the Statistical Package for the Social Sciences (SPSS). The findings show that CSR can boost financial performance by minimising business-related risks and compliance expenses, which leads to increased profitability and lower production costs. Any rise in profitability boosts the organization's financial performance, while any drop in production costs improves the company's financial performance. This study identifies the strengths and weaknesses of CSR in relation to financial performance in the selected medium-sized manufacturing business in South Africa.
The Level of awareness of green marketing and its managerial implications amongst selected South African manufacturing Small, Medium and Micro Enterprises (SMMEs) in KwaZulu–Natal
(IFRD, 2014-08) Lekhanya, Lawrence Mpele
The focus of this paper is to present an exploratory study on the level of awareness regarding green marketing and its managerial implications, among selected, South African Manufacturing Small, Medium and Micro Enterprises (SMMEs), in the province of KwaZulu–Natal (KZN). The concept of green marketing and thought provoking managerial implications are still an issue of concern in the South African manufacturing sector. The study aimed to explore the awareness levels about green marketing by selected South African manufacturing SMMEs in KZN, and the resulting managerial implications. Primary data was collected from 84 manufacturing SMMEs. This research was quantitative in nature and a questionnaire was used to collect data from SMMEs owners/managers in KZN. Findings of the research indicate that SMMEs in the study are aware of green marketing and its managerial implications. It further reveals that SMMEs’ owners/managers indicate that the South African Environmental Act and Consumer Protection Act are additional factors that influence their businesses operations. The paper will benefit SMMEs owners/managers, SMMEs marketing managers, and affiliated stakeholders, by introducing a new understanding of green marketing and how to cope with the demand of new green marketing strategies. Most work on the Green Zone has concentrated on green products, with little emphasis on green marketing and its implications. The findings are limited by the study’s exploratory, quantitative nature and small sample. Generalisation should be done with care and further research, with a large sample and consideration of other provinces, is therefore recommended.