Managing consumer mythology: The green consumption of E10 fuel

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dc.citation.doi10.5901/mjss.2014.v5n20p1098en_ZA
dc.citation.epage1108en_ZA
dc.citation.issue20en_ZA
dc.citation.spage1098en_ZA
dc.contributor.authorChitakunye, P
dc.contributor.authorSaruchera, F
dc.contributor.authorDerera, E
dc.contributor.authorTarkhar-Lail, A
dc.date.accessioned2018-07-23T13:45:26Z
dc.date.available2018-07-23T13:45:26Z
dc.date.issued2014
dc.description.abstractThe purpose of this article is to explore how myths become meaningful to consumers of ethanol-blended petrol (E10) in Zimbabwe. The last decade has seen the emergence and increasing significance of being green. Consequently, green consumption has become a topic of increasing significance amongst consumers and scholars. This study adopted a multiplemethod research strategy, that included 32 key informant in-depth interviews, and 150 questionnaires completed by ordinary consumers. The study unpacks how myths can be used as a symbol of resistance where there is a wide range of product choice. We find that the market acceptance of Zimbabwe’s E10 remained pessimistic, yet elsewhere in the world, the same blend has been packaged as a ‘premium, super brand’. Drawing from the findings, we argue that consumers engage with myths in their everyday lives, and the meanings associated with myths are transferred to the ‘green fuel’ brands. Although the consumption of E10 fuel is important to the maintenance of a green society, it should be understood that there are consumer misconceptions ranging from technical fuel composition, engine compatibility, mixed pricing perceptions and policy-related issues. Revealing how E10 fuel has been a success story in other countries, our study demonstrates how marketing education can be employed to create awareness of the benefits for consuming green fuel. Our findings also reveal how myths slowly die a natural death when product choice becomes limited. These findings contribute to an understanding of how consumer misconceptions about a product or service can impact product image and sales.en_ZA
dc.description.librarianKIM2018en_ZA
dc.identifier.citationChitakunye, P., Saruchera, F., Derera, E., & Tarkhar-Lail, A. (2014). Managing Consumer Mythology: The Green Consumption of E10 Fuel. Mediterranean Journal of Social Sciences, 5(20), 1098-1108en_ZA
dc.identifier.issn2039-2117
dc.identifier.urihttps://hdl.handle.net/10539/25160
dc.journal.titleMediterranean Journal of Social Sciencesen_ZA
dc.journal.volumeVol 5en_ZA
dc.language.isoenen_ZA
dc.rightsCopyright © MCSER-Mediterranean Center of Social and Educational Researchen_ZA
dc.subjectBlended fuel (E10)en_ZA
dc.subjectConsumer mythsen_ZA
dc.subjectGreen consumeren_ZA
dc.subjectCommercializationen_ZA
dc.titleManaging consumer mythology: The green consumption of E10 fuelen_ZA
dc.typeArticleen_ZA
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