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.
