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Research Publications (Management Sciences)

Permanent URI for this collectionhttp://ir-dev.dut.ac.za/handle/10321/217

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Author: search.filters.author.Mkhize, SandileHas files: Yes

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    Organic consumption as a means to achieve sustainable development goals and agenda 2063
    (Wiley, 2024-03) Mkhize, Sandile; Ellis, Debbie
    As the global population approaches 10 billion by 2050, addressing sustainable food production is imperative for achieving Sustainable Development Goal (SDG) 2 – Zero Hunger, SDG 12 – Responsible Consumption and Production, and Agenda 2063's Aspiration 1 for inclusive growth and sustainable development in Africa. This qualitative study explored South African consumers' perceptions of organic food using an extended Theory of Planned Behaviour (TPB) model. Emphasising health perspectives, it investigates implications for SDGs and Agenda 2063. Employing non‐probability snowball sampling, 25 semi‐structured interviews reached data saturation. Thematic analysis revealed that while health and environmental benefits of organic food are recognised, many consumers do not perceive organic food as inherently healthier. The study underscores the need for improved communication and consumer education to align perceptions with sustainability goals and foster a prosperous future and achievement of Agenda 2063.
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    Creativity in marketing communication to overcome barriers to organic produce purchases : the case of a developing nation
    (Elsevier BV, 2019-09-13) Mkhize, Sandile; Ellis, Debbie
    The change from conventional to organic foods has been found to have benefits for environmental sustainability and for consumers’ health. Although a market for organic fresh produce has been found to exist in South Africa, consumption levels are low and there is incomplete understanding of the barriers to organic consumption. In this qualitative research interviews were conducted with participants who were aware of organic products but were not regular consumers of organic products. Snowball sampling was used to recruit participants to the study to better understand barriers to organic purchases. Qualitative data obtained from interviews was transcribed and thematic analysis conducted. Generally, participants appeared to be concerned about the environment, however, their concern for the environment does not lead to organic consumption. Furthermore, participants had positive attitudes toward organic products, are not influenced by friends and family but are deterred by issues such as price, availability and labelling of organic products. The recommendations include initiatives that will assist marketers with communicating organic benefits to consumers thereby explaining the reasons for higher prices and leading to consumer trust. Creative communication strategies present an opportunity to overcome barriers to consumption.