Factors influencing consumer purchase intentions of organically grown products in Shelly Centre, Port Shepstone, South Africa

Wekeza, siphelele Vincent; Sibanda, Melusi

Factors influencing consumer purchase intentions of organically grown products in Shelly Centre, Port Shepstone, South Africa

dc.contributor.author	Wekeza, siphelele Vincent
dc.contributor.author	Sibanda, Melusi
dc.coverage	Basel, Switzerland
dc.date.accessioned	2025-11-16T13:22:18Z
dc.date.available	2025-11-16T13:22:18Z
dc.date.issued	2019
dc.departmentName	Agriculture
dc.description.abstract	In the last few years, the market of organically grown products (OGPs) has continued to grow due to speculated concerns for the environment, food safety and health issues. The market for OGPs in South Africa appears to be under threat; with their demand outstripping their supply. In light of this background, there are relatively few studies on the consumer purchase intentions of OGPs in South Africa, and thus, less understanding about its demand market drivers. The purpose of this paper is to identify the factors influencing the purchase intentions of OGPs (fruits and vegetables) in Shelly Centre in Port Shepstone in Kwa-Zulu Natal Province of South Africa. Using a quantitative descriptive cross-sectional research design, a hundred and fifty (150) OGP consumers were selected through a systematic random sampling technique from three accredited OGP retail outlets namely Pick n’ Pay, Spar and Woolworths. Generally, descriptive results show that the interviewed consumers in Shelly Centre were reasonably educated and knowledgeable about OGPs. A higher proportion of the interviewed consumers in Shelly Centre consisted of women, employed and not of African descendant (ethnic group) consumers. Most were confident that OGPs are environmentally friendly, safe, high-quality products, and have a better taste compared to conventionally grown food products. A somewhat fair proportion expressed mixed feelings concerning the belief that OGPs are priced higher, their appeal to nature (smell), and their willingness to purchase OGPs regardless of price. Nonetheless, most were adamant that OGPs are difficult to find on the market. A multiple regression model analysis results reveal that consumer demographics; ethnicity (not of African descent) (p < 0.001), and monthly household income (p < 0.05) are statistically significant and positively influence the consumer purchase intentions of OGPs in Shelly Centre. Conversely, consumer perceptions that OGPs are priced higher (p < 0.05), have a better taste and of quality (p < 0.001), and the difficulty to find on the market (p < 0.001) are statistically significant and negatively influence the consumer purchase intentions of OGPs in Shelly Centre. The findings of this paper stress the need to design strategies and elements (marketing mix) to make OGPs affordable and readily available to consumers. Likewise, consumers from all ethnic groups and income levels need to be conscious of the environmental and health benefits of OGPs to make informed purchase decisions. To promote the purchase of OGPs; from a policy perspective, the government can offer support such as a consumer price subsidy to make OGPs affordable, and the provision of effective regulations and certification around the marketing of OGPs.
dc.faculty	Faculty of Science, Agriculture and Engineering
dc.format.preprint	No
dc.identifier.citation	Wekeza, S.V. and Sibanda, M., 2019. Factors influencing consumer purchase intentions of organically grown products in Shelly Centre, Port Shepstone, South Africa. International Journal of Environmental Research and Public Health, 16(6), pp. 956.
dc.identifier.issn	1660-4601
dc.identifier.other	https://doi.org/10.3390/ijerph16060956
dc.identifier.uri	http://hdl.handle.net/10530/58221
dc.issuenumber	16 / 6
dc.pages	956
dc.peerreviewed	Yes
dc.publisher	MDPI
dc.subject	Multiple regression model
dc.subject	Organically grown products
dc.subject	Perceptions
dc.subject	Purchase intentions
dc.subject	Shelly Centre
dc.title	Factors influencing consumer purchase intentions of organically grown products in Shelly Centre, Port Shepstone, South Africa
dc.title.journal	International Journal of Environmental Research and Public Health
dc.type	Journal Article
dspace.entity.type	Publication
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