Introduction Warning labels (WLs) have been proposed in South Africa to promote healthier food choices, yet little is known about how consumers in Nelson Mandela Bay (NMB) perceive WLs and their design features. Aim This study investigated consumers’ perceptions of WLs and their design features in NMB. Methods An online cross-sectional survey was administered using convenience and snowball sampling (N = 96). Closed-ended responses were analysed using descriptive statistics and chi-square or Fisher’s exact tests, while open-ended responses were analysed using content analysis. Results Most respondents supported the implementation of WLs (93.8%) and believed they would help identify unhealthy products (93.8%). Respondents identified the red triangle as the most effective (53/89; 59.6%) and most attention-grabbing (51/91; 56.0%) design, in contrast with South Africa’s draft regulations, which propose a black triangle WL. Only 44.8% of respondents agreed that government-endorsed food labels would be trustworthy. Open-ended responses indicated that respondents perceived WLs as helpful in guiding healthier food choices and lifestyles. Conclusion These findings suggest that consumers in this NMB sample perceived WLs positively and believed they could support healthier choices. Nonetheless, mixed views on government endorsement and concerns that WLs are perceived as “scare tactics” suggest that further pretesting may be warranted.

This study examines how brand- and sustainability-related factors predict four selected consumer–brand outcomes—brand awareness, brand association, brand loyalty, and brand trust—in the green beauty sector of an emerging market. Grounded in consumer-based brand equity and brand relationship quality, data from 500 South African consumers were analyzed using machine learning models. The results show that quality perception, price perception, and green beauty product attitude are key predictors across outcomes. Brand trust and brand loyalty are the most predictable outcomes, whereas brand awareness is the least predictable. Overall, the findings show that green beauty brand outcomes follow distinct predictive logics.

Background Dividend policy remains a central issue in corporate finance, particularly in emerging markets characterised by evolving ownership structures and increasing foreign participation. In South Africa, the influence of foreign shareholding on corporate payout decisions remains inconclusive, especially within sector-specific contexts such as consumer goods firms listed on the Johannesburg Stock Exchange (JSE). Methods This study employs an ex-post facto research design using panel data from 20 JSE-listed consumer goods firms over the period 2013–2024 (283 firm-year observations). Fixed-effects and feasible generalized least squares (FGLS) estimation techniques are applied to examine both direct and indirect relationships. Financial performance, measured by return on assets (ROA), is incorporated as a mediating variable. Diagnostic tests, including Hausman, multicollinearity, and heteroskedasticity assessments, ensure model robustness. Results The findings reveal that foreign shareholding has a positive but statistically insignificant effect on dividend payout (β = 0.4536, p = 0.132). In contrast, financial performance exhibits a strong and statistically significant positive relationship with dividend payout (β = 5.8857, p < 0.001). Additionally, foreign shareholding shows a negative but insignificant association with financial performance (β = −0.159, p = 0.123). Mediation analysis indicates no empirical support for financial performance as a transmission mechanism between foreign ownership and dividend policy. Conclusions The study concludes that dividend policy in South African consumer goods firms is primarily driven by firm-level profitability rather than ownership structure. Foreign shareholding does not exert a significant direct or indirect influence on dividend decisions. These findings contribute to the corporate finance literature by providing recent, sector-specific evidence from an emerging market and highlighting the dominant role of financial performance in shaping payout policies.

Differentiating GM technologies: South African consumer perceptions of water efficient maize for Africa

Food labelling plays a critical role in informing consumers about the nutritional quality, safety, and composition of food products. However, many South African consumers struggle to understand or effectively use food labels. This gap in health literacy highlights the need for culturally appropriate educational interventions. In response, consumer food labelling lessons were developed using evidence-based literature and findings from a South African consumer food labelling survey. In this qualitative study, the Delphi-based validation approach was employed to ensure relevance, clarity and appropriateness of the lessons. A panel of seven South African experts from academia, health care, and the food industry participated in two rounds of feedback. Consensus was reached in Round 2, and a final confirmation process was conducted in Round 3. Key themes that emerged in Round 1included the need to simplify language and reduce scientific jargon. At least 80% agreement was reached on the need for more visual examples and simpler explanations. By Round 2, ≥85% agreement was achieved that these revisions had been incorporated effectively. In Round 3, the reviewers confirmed consensus on the lessons' relevance, clarity, and cultural appropriateness, and the research team considered the final conclusions and approved the lessons as suitable for implementation in socioeconomically diverse populations in South Africa. This work adds to the limited South African literature on food label education by presenting a validated, culturally contextualised intervention. It holds public health relevance as a model for improving food label literacy and empowering healthier food choices among South African consumers.

Growing consumer awareness of environmental issues has led to heightened interest in environmentally responsible personal care products, with notable growth in the green beauty market. Despite this trend, consumer evaluations and purchasing decisions are shaped by numerous elements, particularly the trustworthiness of environmental information provided by brands. While elements such as eco-labels, environmentally friendly packaging, and individual concern for the environment are generally associated with favourable views of green marketing, they can also trigger doubt among consumers. This study investigates how eco-labeling, green packaging, and environmental concern influence consumer attitudes toward green beauty products and how these attitudes affect purchase intentions for them. The study included 500 South African consumer participants, and data were collected through an accredited research organization. The results indicate that eco-labeling, green packaging, and environmental concern each have a significant positive effect on consumer attitudes toward green beauty products. In addition, consumer attitudes were found to strongly influence purchase intentions among South African consumers. The study contributes to the literature by emphasizing the complex role of informational cues and potential perceptual barriers in sustainable consumption of green beauty products. It also provides practical insights for marketers, highlighting the importance of enhancing the credibility of eco-labels and reducing consumer doubt through clear, transparent communication strategies in the South African context.

Purpose Growing health concerns are reshaping global dietary patterns, yet little is known about how consumers in sub-Saharan Africa perceive and respond to health information regarding red and processed meat. This study aims to examine how perceived health risk, health consciousness and label orientation influence consumers’ meat consumption behaviour. Design/methodology/approach A structured questionnaire was administered to 400 adult consumers across selected South African cities. Data were analysed using descriptive statistics, factor and explorative analysis, correlation, multiple regression and mediation analysis (PROCESS Model 4). Findings Factor analysis identified two health-consciousness dimensions, label and outlet health/quality concern and product safety and welfare concern, explaining 39.2% of variance. Sociodemographic factors were significantly associated with label knowledge and preference for ethical products (p < 0.05). Health consciousness was positively associated with meat reduction (ρ = 0.375, p < 0.001), while perceived health risk correlated negatively with views of red meat (ρ = −0.178, p = 0.002). Regression analysis confirmed that health consciousness (β = 0.294, p < 0.001) and perceived health risk (β = 0.250, p < 0.001) independently predicted reduction in red meat consumption. In bivariate analysis, label orientation was positively associated with reduction intention (β = 0.16, p = 0.006). Mediation analysis further revealed that health consciousness significantly mediated the relationship between label orientation and meat reduction (indirect effect = 0.07, 95% confidence interval [0.03, 0.12]). Originality/value This article demonstrates strong originality by applying the health belief model to examine red and processed meat consumption within a sub-Saharan African context – a perspective rarely explored in existing literature. It uniquely integrates health risk perception, health consciousness and label orientation to explain consumer behaviour, offering fresh empirical insights beyond the predominantly high-income country focus. The findings challenge assumptions of uniform dietary transition patterns by showing that South African consumers tend to reduce rather than substitute meat intake in response to health concerns, thereby advancing understanding of cultural and contextual differences in sustainable diet adoption.

ABSTRACT This discussion paper examines the case for broadening the food basket of South African consumers, particularly rural households vulnerable to food insecurity, through the utilization of underutilized indigenous crops (UICs). Historically central to local diets, these crops are increasingly recognized for their resilience to climate change, nutritional benefits, and contribution to biodiversity. Despite these advantages, UICs remain marginal in production and consumption due to socioeconomic, cultural, and policy barriers. This paper synthesizes literature and policy perspectives to argue that broadening the rural food basket through UICs can enhance food and nutrition security while supporting sustainable livelihoods. Findings emphasize that effective integration of UICs requires awareness campaigns, supportive policies, research investment, and institutional coordination. Reviving indigenous crops will not only improve dietary diversity and climate resilience but also support South Africa’s progress toward the Sustainable Development Goals.

Although apparel shopping has traditionally been viewed as a female-oriented activity, male consumer participation in the retail space has become increasingly visible. Generation Y (born between 1981 and 1999) now plays a central role in the retail economy, reflecting their growing economic influence. Despite the recognised significance of Generation Y male consumers in the retail market, research specifically addressing their behavioural perspectives and purchasing patterns remains limited. Consumer decision-making styles (DMS) refer to the mental orientations that guide purchasing attitudes and behaviours, varying across product categories and influenced by demographic factors. The eight foundational DMS identified by Sproles and Kendall (1986:267) have been widely applied and empirically validated across diverse global contexts, establishing the Consumer Styles Inventory (CSI) as a reliable instrument for assessing consumer decision-making characteristics (Potgieter, Wiese &amp; Strashein 2013). This study intended to explore the DMS of South African Generation Y male footwear consumers using a quantitative, non-experimental, cross-sectional design. A purposive non-probability sampling method, guided by defined inclusion and exclusion criteria, was used. Data were collected via a self-administered online questionnaire, distributed through targeted social media advertising, yielding 190 respondents. Analysis revealed a seven-factor model describing the DMS of Generation Y male South African consumers’ footwear purchasing behaviour, aligning closely with the original eight factors as identified by Sproles and Kendall (1986). These findings therefore support and add to existing research and serve as a strong baseline for similar future studies by shedding light on the DMS of South African Generation Y male consumers when purchasing footwear and revealing the importance that this specific segment of consumers attach to perfectionism and high-quality as a DMS during footwear purchases. The findings reaffirm the CSI’s validity within the context of this study and offer valuable insights for marketers and retailers on the male consumer segment, enabling effective market segmentation based on DMS profiling.

In the evolving retail landscape, fashion designers must strategically navigate omnichannel platforms to meet diverse consumer expectations. This paper addresses the limited understanding of how consumers in South Africa and Germany prioritise omnichannel success factors, which affects fashion designers’ ability to implement communication strategies that drive engagement and sustained patronage. The empirical research conducted aims to identify the preferences that influence consumers’ omnichannel loyalty across online and offline environments. The key research questions are (1) What are the critical omnichannel factors fashion designers should prioritise for effective communication with consumers? and (2) How do these factors differ between South Africa and Germany? Implementing a quantitative approach, the study utilised quota sampling of 1,043 consumers, 511 in South Africa and 532 in Germany segmented by regional demographics and socio-economic measures. Constructs were operationalised through a structured 7-point Likert-like scale instrument and analysed using exploratory factor analysis and regression modelling. The findings revealed that information searching options, the availability of online shopping alternatives, and the general intention to patronise multiple channels during a single shopping trip were the most influential variables shaping omnichannel preferences. South African consumers showed stronger advocacy and emotional engagement, favouring experiential communication and community-based loyalty. German consumers valued functional efficiency and in-store mobile integration, preferring streamlined digital interaction. This paper offers insights for fashion designers seeking to optimise consumer communication across channels, and provides recommendations for policymakers aiming to support omnichannel retail through targeted infrastructure and capacity-building programmes.

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.

Rapid urbanization and shifting dietary patterns across Africa have contributed to a disconnect between younger generations and their culinary heritage. As Westernized, convenience-oriented foods become more common, essential cooking skills and traditional food practices are declining, driving consumers toward processed alternatives and away from local products. In South Africa, the limited consumption of locally produced pork—despite its global popularity—reflects broader challenges related to consumer perception, accessibility, and limited awareness of the value of local food systems. Addressing these gaps requires a clearer understanding of consumer priorities and the influence of food literacy on purchasing behavior. This study examined South African consumers’ prioritization of extrinsic product attributes in relation to local pork, with specific attention to the role of indigenous food literacy. Exploratory factor analysis identified nine dimensions: Clean Label Attributes, Ethical and Sustainable Farming Practices, Brand Strength, Engaging and Traceable Labeling, Food Safety and Shelf-Life Assurance, Product Presentation, Retailer Credibility, Affordability, and Product Origin. Product presentation (M = 4.07) and food safety assurance (M = 3.90) ranked highest, while origin (M = 2.78) and traceability (M = 3.09) were less influential. Significant differences across gender, population group, income, and education showed that women and lower-income, less formally educated respondents placed greater emphasis on transparency, affordability, and retailer trustworthiness—patterns linked to lower food literacy and higher risk aversion. These insights highlight opportunities to reposition local pork through transparent labeling, ethical production narratives, and culturally grounded marketing that support food literacy and local food systems.

Amid growing consumer and societal expectations for environmental responsibility, this study examines how retailers’ sustainability practices drive customer loyalty through the mediating role of retailer legitimacy and the moderating role of consumer scepticism. Drawing on legitimacy theory, the objective of this study is to develop and test a conceptual model linking sustainability practices, corporate reputation, retailer legitimacy, consumer scepticism, and customer loyalty. Data from a cross-sectional survey of South African retail consumers were analysed using structural equation modelling. The results show that sustainability practices enhance both retailer legitimacy and customer loyalty, with legitimacy significantly mediating the effects of sustainability and corporate reputation on loyalty. Corporate reputation also strongly predicts retailer legitimacy. The study’s novelty lies in being the first to empirically test retailer legitimacy as a mediator in the sustainability–loyalty relationship within retailing, and to reveal the moderating influence of consumer scepticism. From a managerial perspective, the findings underscore the importance of transparent and credible communication of sustainability initiatives in strengthening legitimacy and fostering enduring customer loyalty, particularly in emerging markets where scepticism may be heightened.

ABSTRACT South Africa simultaneously faces chronic food insecurity and mounting retail food waste, which is exacerbated by retail establishments that dispose of nearly expired products due to consumer misapprehensions surrounding date labels, such as “sell by” and “best before.” Focusing on how brand loyalty and risk tolerance shape purchase decisions, the misinterpretation of on-pack date labels such as sell-by and best-before prompts retailers to discard edible products, while financially constrained households struggle to afford nutritious diets. This study applies binary logistic regression to 205 survey responses gathered in low- and middle-income suburbs of Johannesburg to predict consumers’ willingness to purchase discounted near-expiry canned goods. The result indicates that brand loyalty (OR ≈ 5.9), habitual consumption beyond the labelled date (OR ≈ 26), and perceived product safety (OR ≈ 5.4) are stronger drivers of purchase than discount magnitude itself. The paper concludes that a trusted-brand discount programme, coupled with consumer education on date-label semantics, could meaningfully reduce waste while improving access to affordable food. This study contributes to the discourse on sustainable food practices by proposing data-driven interventions that align with both economic and environmental objectives.

What people consume for breakfast and why they do so have not been widely studied, especially in developing-economy countries. This study aimed to determine the breakfast food habits and their drivers of adults in South Africa, a multiethnic middle-income country. An online cross-sectional survey was conducted among 1000 representative consumers of moderate to higher living standard (Living Standard Measure [LSM] range ≥ 5). Data from 842 respondents (mean age 41 years, 51.7% females and 48.3% males) was analyzed. Of 21 different food types in descending order, the most frequently consumed were bread, ready-to-eat (RTE) cereals, fruits/nuts, high-fibre cereal, yoghurt, and leftovers, all consumed weekly by 42–65% of respondents. Principal component analysis revealed that three components had eigenvalues > 1 characterized as “On-the-go”, “Traditional”, and “Ready-to-eat and functional cereals”. They explained 49% of the data. Decision tree analysis revealed that, for example, Black respondents were more likely to consume foods in the “traditional” category. Quick-and-easy options, notably bread, RTE cereals, fruits/nuts, and leftovers, were dominant, especially among lower LSM respondents. Tasty and filling, and value for money, as exemplified by leftovers and vetkoek (fried dough), were important considerations, particularly among these respondents. These drivers can lead to unhealthy choices, a major concern in South Africa with its high level of diet-related diseases. This study, however, indicates that South African consumers, irrespective of age, ethnicity, and living standard, rated healthfulness and nutritional value highly as a benefit, the highest for choosing 13 of the 21 foods. Additionally, aspects of wellness, e.g., feeling energized/recharged, rated very highly. Thus, it is concluded that the opportunity exists to support consumer needs of nutrition and wellness together with affordability, taste, and satiety.

Human digital twins (HDTs) are virtual, data-driven consumer replicas that are generated by AI and used by marketers to analyse and predict consumer behaviours. By collating large amounts of personalised data on the online behaviour of specific consumers, an HDT facilitates sophisticated modelling of those individuals’ preferences and potential future choices, thus assisting marketers in determining which consumer to target with product offerings. This study aimed to identify the factors that may influence South African consumers’ acceptance of HDT use for marketing purposes. A cohort of 121 adults was recruited to complete a Likert-scale survey comprising statements linked to five factors that could influence a consumer’s acceptance of HDT use. Two of the tested factors, namely perceived usefulness and perceived ease of use, were drawn from the technology acceptance model (TAM), with three additional factors, namely knowledge, trust, and technological proficiency, added based on constructs present elsewhere in the technology-acceptance literature. Statistical analysis of the survey responses found that all five factors had statistically significant positive relationships with customer acceptance of HDT use.

Health awareness and trends among consumers emphasise the importance of plant-based proteins (PBPs) to replace or supplement animal-based proteins. Food-related healthy lifestyle habits are important for combating non-communicable diseases, including obesity and diabetes mellitus. Thus, this study describes consumers’ consumption of PBP foods and the drivers and barriers to consumption. We investigated how these drivers and barriers correlate with consumers’ healthy food-related lifestyle choices. Our online survey purposively targeted selected South African consumers through social media (N = 351). Spearman’s ranked-order correlations facilitated the exploration of healthy lifestyle choices in relation to drivers and barriers. On average, respondents experienced more drivers (PBP experience and health and sustainability trends) than barriers (affordability and availability) to their PBP consumption. Healthy lifestyle choices correlated positively with the drivers experienced regarding PBP consumption and negatively with barriers, with the opposite trends for unhealthy lifestyle choices. This study clarifies the primary drivers and barriers to PBP consumption, where these proteins were underutilised. Our findings lay the foundation for future research aimed at reducing the consumption of animal-based proteins by partially substituting them with PBPs. The identified drivers may be valuable foci for future health awareness and marketing in public health and food sectors.

In March 2022, the South African Human Rights Commission opened an inquiry following official complaints sparked by the publication of racially insensitive advertisements. Despite this, advertising agencies appear to publish material that does not represent an all-inclusive approach, which considers consumers’ perspectives and perceptions of multiracial advertisements. This study suggests guidelines for formulating multiracial advertisements to enable advertising agencies to elicit the desired responses from consumers. A qualitative methodology with a cross-sectional descriptive design was adopted. Data was collected through a social media search for related posts. The study purposively sampled cases of brand advertisements (n=3) that South African consumers perceived as racially offensive, namely Dove, Clicks/TRESemmé, and BMW. A convenience sample was also employed to collect comments per advertisement (n=20). An inductive approach to thematic content analysis was utilised to code consumers’ responses on social media platforms (Facebook, Twitter/X, Instagram, and YouTube). The findings indicate that race remains a sensitive topic among South African consumers. Thus, marketing communication practitioners need to be mindful of the racial connotations that the content in their advertising material might carry.

The effects of information and naming restriction on South African consumer preferences for farm-raised meat and meat alternatives

ABSTRACT This study tests the effectiveness of incorporating feminist best practices in news coverage of sexual violence through an experiment administered to US and South African adult news consumers (N = 496). Participants were randomly exposed to news stories of sexual violence and asked to evaluate responsibility (blame), believability, punishment, and empathy for both the victim and the perpetrator. Participants who read news stories that incorporated feminist best practices (such as diverse sources, use of statistics, thematic framing, survivor-centered framing etc.) were less likely to blame the victim. They were more likely to believe the victim, less likely to state the victim deserved punishment, and expressed higher levels of empathy for the victim. The opposite was true for all measures among participants who read stories that did not include feminist best practices. This study contributes to feminist theorization of journalism by testing and demonstrating the efficacy of feminist interventions on journalism, showing that incorporating journalistic principles advanced by feminist scholars and activists can impact audiences in ways that might support social justice goals.