Electronic Theses and Dissertations (PhDs)

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    Two Perspectives Study of the 4Ps of Brand Leadership for two African Brands: Effect of Employee Customer Oriented Behaviours and Brand Admiration
    (University of the Witwatersrand, Johannesburg, 2024) Olumide-Ojo, Nkiru Juliet; Duh, Helen Inseng
    A Brand leader is viewed in four dimensions of being relatively superior in the marketplace (brand quality), provides relatively high financial value compared to costs (brand value), is relatively open to new ideas and solutions (innovativeness) and has high brand awareness, preference and consumption (popularity). Being a brand leader brings a myriad of both financial and non-financial benefits, such as customer and employee brand admiration, profitability, and market share. Dangote and DSTV are consistently ranked as two of the top admired and brand leaders in Africa, but research is yet to be conducted as to the varied determinants of the brand admiration and leadership. Considering that African brand leaders are diverse in terms of the person and people behind the brand, segments they serve, the product and services that they offer and the place/country of origin, this study develops and tests these aspects into 4Ps of brand leadership (person, people, product and place). Guided by the social exchange, social identity, and brand-specific leadership theories, this study integrated ideas from Aaker et al. (2012), Park et al. (2016) [for product factors], and elements of the models of Adehn et al. (2016) [for place factors], Tuan (2012) [for person factors], Löhndorf and Diamantopoulos (2014) [for people factors] and Chiu and Cho (2021) [for the four dimensions of brand leadership] to examine the product, people, person and place (4Ps) factors impacting brand admiration and resultant brand leadership of Dangote and DSTV brands. An integrated conceptual model was developed that was to be tested in two perspectives. The person factors (brand specific transactional and transformational leadership) and the people factors (employee-brand fit, employee brand knowledge, employee brand belief, employee brand congruent behaviour, perceived organizational support and organisational identification) were hypothesised to first impact employee customer-oriented behaviour before influencing the four dimensions of brand leadership through brand admiration. The product factors (enabling, enticing and enriching benefits, warmth and competence) and place factors (product and service availability, basic country image, product-country image, category-country image) were hypothesised to impact brand admiration and in turn influence the four dimensions of brand leadership. A positivism philosophy with quantitative methods was used for data collection and analyses and to test the employee and customer models. After assessing and confirming measurement model for reliability and validity, a partial least square structural equation modelling (PLS-SEM) with SMART-PLS V4 was used to test the models and hypotheses considering the multi-variate nature of the relationships. The results showed that for Dangote employees, only perceived organisational support (people factor) significantly impacted employee customer-oriented behaviour. Because of low Dangote employee sample size (i.e., 143), most of the relationships were not significant. For DSTV, and with a higher employee sample size (i.e., 169), four people factors (i.e., employee-brand fit, employee brand knowledge, employee brand belief, and perceived organizational support) and one person factor (i.e., transactional leadership) significantly impacted employee customer-oriented behaviour). Additionally, and for only DSTV employees, brand admiration significantly impacted all four dimensions of brand leadership. In v terms of Dangote customers, brand admiration was influenced by only functional product factors of brand competence and enabling factors and place factors of product and services availability and product country image. Dangote customers brand admiration significantly impacted all four dimensions of brand leadership. For DSTV customers the 4Ps that significantly influenced admiration were person factors (customer appreciation of brand-specific transactional leadership); people factors (customer appreciation of employee customer-oriented behaviour); product factors (brand warmth, enabling and enriching benefits) and place factors (product and service availability, basic country image, and category-country image). DSTV customers brand admiration also significantly impacted all four dimensions of brand leadership of brand quality, value, popularity and innovativeness. Multigroup analyses conducted should that there were some significant differences in how some 4Ps factors impacted brand leadership though brand admiration from customers perspective and not employee perspective. The customer perspective model of Dangote explained 73% of changes in brand admiration, 23.8 % of brand innovativeness, 23.1% of brand popularity, 42.9% of brand quality and 12.2% of brand value. Conversely, the customer perspective model of DSTV explained 88.1% of brand admiration, 62.5% of brand innovativeness, 31.4 % brand popularity, 48.8% of brand quality and 45.4% of brand value. The explanatory powers of the employee models were weak probably because of the low sample size and the many constructs deleted from further analyses. This study makes theoretical and practical contributions. Theoretically it makes interdisciplinary contributions into the fields of brand management, human resource management and consumer behaviour. It develops the first 4Ps of brand leadership by demonstrating the pathway through which brand leadership can be gained from employee and customer perspectives and through employee customer-oriented behaviour and brand admiration. The 4Ps and the integrated models can be used to identify determinants of brand admiration and leadership for other leading brands in Africa, emerging economies and developed countries. Practically the managers of leading brands can get insights into important people, person, product and place factors that can drive brand admiration and leadership. For example, and for employee perspective, it was found that perceived organizational support is important for both Dangote and DSTV if employee customer-oriented behaviour (ECOB) is to be achieved. ECOB is a good determinant of customer brand admiration and resultant brand leadership, especially shown in the case of DSTV. In the customer perspective, enabling benefit and product and services availability which are all functional product and place factors are common and important factors if brand admiration and resultant brand leadership are to be achieved.
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    Supply Chain Resilience and Carbon-Neutral Supply Chain Performance: Examining the Mediating and Moderating Role of Information Sharing Capability
    (University of the Witwatersrand, Johannesburg, 2024) Nyamvura, Elliot
    his study investigates the impact of supply chain resilience (SCR) on carbon-neutral supply chain performance (SCP), focusing on the mediating and moderating roles of information-sharing capabilities. Conducted within the food manufacturing and retail sectors, the research highlights how SCR, characterised by preparedness, alertness, and agility, is crucial for sustaining operations and achieving carbon neutrality amidst disruptions. The findings underscore that robust information-sharing capabilities enhance the effectiveness of SCR, enabling organisations to better manage disruptions, reduce inefficiencies, and lower carbon emissions. By fostering collaboration and communication among supply chain partners, firms can optimise logistics, engage suppliers in sustainable practices, and enhance overall environmental performance. This study provides empirical evidence supporting the integration of SCR and information-sharing capabilities as strategic tools to achieve carbon-neutral goals. The insights gained offer valuable implications for policymakers and business leaders aiming to balance economic growth with environmental sustainability. The research contributes to the existing literature by providing a comprehensive framework that underscores the importance of SCR and information sharing in achieving sustainable supply chain practices. It also suggests that adopting a holistic approach that includes these factors is critical for businesses transitioning to a low-carbon economy.
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    Growth effects of human capital and innovation in small and medium sized South African firms before and after the Covid-19 pandemic
    (University of the Witwatersrand, Johannesburg, 2024) Maingehama, Francisca Nyasha; Callaghan, Chris
    This thesis examines the growth of small and medium-sized enterprises (SMEs) in South Africa before and after the COVID-19 pandemic. The COVID-19 pandemic introduced new challenges, which makes this research relevant for contemporary issues in firm growth. The problem addressed in this study was the need to understand how various factors, such as human capital, innovation, entrepreneurial orientation and motivation, affect SME growth. Previous research has focused mainly on organisational-level determinants without considering how these factors interact in a post-COVID-19 context. This gap is particularly relevant in South Africa, where SMEs face high failure rates despite efforts to support entrepreneurship. The study filled this gap by exploring the specific growth dynamics of SMEs in this contemporary and challenging context. Several key research questions guided the study and aimed to achieve two main objectives. The study used a two-phase methodology. First (Phase 1), it systematically reviewed the literature to synthesise knowledge on human capital, innovation, and firm growth before the COVID-19 pandemic. The systematic literature review analysed 206 articles published between 2000 and 2020 using descriptive statistics, bibliometric analysis, and content analysis to synthesise pre-pandemic research. Secondly (Phase 2), it developed and tested a theoretical model to understand the relationship between human capital, innovation, entrepreneurial orientation, motivation and SME growth in South Africa post- pandemic. In this phase, primary data was collected using a structured questionnaire with 497 responses from small firm owner-managers and analysed using Smart PLS (version 3.2.9). This research adopted a positivist philosophy, focussing on empirical patterns and causal relationships. Key findings indicated that innovation mediates the relationships between entrepreneurial orientation, human capital, and the growth of SMEs. Human capital has a direct impact on firm growth in the post-pandemic context. At the same time, motivation significantly mediated the link between entrepreneurial orientation and growth, though its effect on the human capital-growth relationship was less pronounced. This study advances knowledge by providing a detailed analysis of SME growth determinants in a post-pandemic context, offering a customised theoretical model for South African SMEs. This study also has practical implications, providing insight for SMEs and policymakers to enhance innovation capabilities and adapt strategies to post-pandemic challenges. Future research could explore the long-term ii impacts of COVID-19 on firm growth, the role of additional contextual variables, and comparative studies in different regions or sectors.
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    Determinants of Corporate Social Innovation in South Africa’s Commercial Banking Sector
    (University of the Witwatersrand, Johannesburg, 2024) Larbi, Lee; Venter, Rob
    This study is situated within the realm of Social Innovation (SI), specifically focusing on Corporate Social Innovation (CSIn) within the South African commercial banking sector. Addressing a significant gap in the understanding of the determinants of CSIn within this context, the study draws upon Institutional Theory and Social Capital Theory to extend theoretical insights in the domain of SI. While traditional Corporate Social Responsibility (CSR) practices often view social and environmental issues as external to core business strategy, the concept of Creating Shared Value (CSV) has emerged, emphasising the creation of economic value while addressing societal challenges. Employing a sequential mixed methods approach, the study first administered a seven-point Likert scale questionnaire to 219 CSR professionals within commercial banks in South Africa. Subsequently, semi-structured interviews were conducted with 14 CSR senior managers and leaders to deepen the findings. Path analysis and Confirmatory Factor Analysis (CFA) were used for quantitative analysis, revealing positive and significant relationships between management support, transformational leadership, and internal social capital with CSIn in South African commercial banks. Furthermore, the study found that internal social capital mediates the relationship between transformational leadership and CSIn, and that transformational leadership mediates the relationship between management support and CSIn, as well as social proactiveness and CSIn in South African commercial banks. The qualitative phase of the study involved thematic analysis of interview data to complement the quantitative findings. Methodological triangulation was employed to enhance the validity of the iii results. Given the underdeveloped and empirically lacking literature on CSIn, particularly in the commercial banking industry, this study makes a substantial contribution by identifying key determinants and enriching the theoretical understanding through empirical insights. It underscores the importance of social innovative behaviours within banks in addressing societal challenges, fostering a culture of social innovation that contributes not only to meeting Environmental, Social, and Governance (ESG) targets but also brings numerous implicit benefits.
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    Fostering the retention of talented and skilled employees by understanding the motivators of employee turnover intention from a South African SMME perspective
    (University of the Witwatersrand, Johannesburg, 2024) Edayi, Juliet; Venter, Robert
    Current small, micro and medium-sized enterprises (SMMEs) are concerned about understanding the preliminary factors that prompt employees to leave their organisation (i.e., labour turnover intention) rather than to wait, only to be left to deal with the disruptive and costly consequences of actual employee turnover. The extant literature has widely provided evidence to justify that employee turnover is very destructive and presents many costs for organisations due to its counterproductive nature. South African small and micro businesses constantly endure high rates of employee turnover as other businesses (especially big companies) are frequently poaching highly skilled workers. This burden has made it increasingly challenging for SMMEs to keep, particularly highly skilled and high-performing employees, whose talents are highly sought after and are paramount to their firm’s overall success and sustainability. Therefore, this study was conducted from an SMME context so as to equip small and micro business employers with fresh insights on how proactively adjust their employee retention strategies and foster their continued survival and long-term growth. Moreover, the South African labour market has a limited number of high-performing and brilliant employees who eventually become assets to the business once hired, thus creating a need to retain such talented personnel. The shortage of skilled labour coupled with the high costs of attracting, hiring and training new employees proffers a compelling need for scholars to actively direct their research attention to unravelling this phenomenon of labour turnover intention. Research outputs will positively equip SMME practitioners with the relevant and proven information for them to devise well-informed retention strategies before employees’ intention to quit the organisation manifests itself into an actual turnover. This study sought to achieve a meaningful understanding of the interplay between the complex relationships that exist between the selected variables and to establish how this comprehension can aid SMME practitioners in effectively reducing employee turnover rate to a reasonable proportion. For this study to establish this ultimate goal, an empirical investigation was done amongst employees in selected SMMEs in Gauteng province of South Africa. A conceptual framework that depicted all the relationships was developed and several hypotheses were formulated based on the evidence from the extant literature. This study utilised a cross-sectional research design through a quantitative-based method. A structured questionnaire was formulated and was administered in-person, and additionally distributed via emails. Data was gathered through non-probability convenience sampling, whereby 338 valid responses were received from employees across the selected SMMEs in Gauteng. iv Descriptive statistics (e.g., item analysis, Cronbach’s alpha computation) and bivariate correlation analysis were analysed using SPSS v 28 and inferential statistics were analysed through Structural Equation Modeling was undertaken using AMOS v 28. While the findings of this study corroborated the outcomes that were submitted by earlier scholars, some fresh and exciting directions in the associations between specific variables were established. This study eventually submitted a unique conceptual model that depicts the validated interactions between the study variables. It is believed that the confirmed associations detailed in the conceptual model will be used as guidelines for small and micro business practitioners to meaningfully and effectively manage employee turnover intentions while simultaneously fostering the retention of talented and high-performing workers. This investigation concluded by recommending that a similar study must be replicated using a mixed-method approach that applies probability sampling and longitudinal research design so as to address the methodological shortcomings that characterised this study.
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    Exploring the concept of strategy as practice in national disaster risk reduction: the case of Botswana
    (University of the Witwatersrand, Johannesburg, 2024) Dennison, Margaret Opelo; Coldwell, David
    Many communities in Botswana are prone to disaster threat; natural, man-made and technological, and unfortunately, evidence suggests that there are weaknesses in the Botswana’s disaster risk reduction and disaster management system. These weaknesses can have a negative impact on preventative efforts, increasing disaster impacts on societies. The key research question for this study is: How is strategy implementation done for national disaster risk reduction in Botswana and what improvements can be made using the Strategy- as practice lens? The extant literature does not explore how disaster risk reduction is done from first hand experiences of those on the ground. In contrast to traditional organisational strategic management, strategy in practice considers the process in which individual interactions and interpretations of organisational strategy lead to enactment of strategy on the ground. The study is qualitative and exploratory. The sample was selected from all three levels of the Botswana disaster risk management institutional framework. A purposive sampling technique was used, and two participants were selected from the National Disaster Management office, 6 District Commissioners and 34 participants from 6 District Disaster Management Committees based on their level of responsibility. 35 Village Development Committee Chairpersons from umbrella committees were also included in the sample as they represent a wider population within their districts. In addition, snowball sampling was used to select 11 Chairpersons from ordinary Village Development Committees. Data collection used document review, semi- structured interviews, focus groups and the nominal group technique. Findings indicate that there is no extant formal disaster risk management legislation in the country meaning there are no legally required risk management systems in place. As a result, disaster risk reduction in the past has been conducted without effective communication and coordination of disaster risk reduction strategies and systems at national, district and village levels. The study recommends that disaster risk management legislation, sufficient training for implementors at all levels of the disaster risk management institutional framework as well as coordination and communication strategies and systems should be put in place to effectively deal with mitigating disasters that the country may face in the future.
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    The use of Self-service Technologies (interactive screens) in enhancing the shopping experience in selected South African shopping malls: a consumer/shopper perspective
    (University of the Witwatersrand, Johannesburg, 2024) Uta, Lloyd; Klopper, H. D.; Duh, H.
    With the South African consumer market continuously evolving, it is imperative for shopping- mall owners to create more innovative shopping ways to satisfy the needs of the 21st century South African consumers. One of the innovative ways is to provide the use of self-service technologies (SSTs), which reportedly provides consumers positive cognitive, affective, and sensory customer experience benefits. Using SSTs in banks, shopping malls, hotels and other business environments have become a trend as customers do not only enjoy fresh and actionable experiences, they also get service quality, efficiency and entertainment that can be better and consistent than the human services. Despite these benefits, emerging markets such as India and South Africa respectively are slow to adopt SSTs, especially in the shopping mall environment. This study integrated relevant elements of technology acceptance model, diffusion of innovation theory, theory of planned behaviour and the flow theory to examine SST site factors (i.e., user interface, aesthetics and authenticity), the technology-related factors (i.e., relative advantage, complexity, perceived ease of use[PEOU], perceived usefulness [PU]) and consumer factors (i.e., subjective norms, perceived behavioural control, enjoyment and concentration) driving attitudes and behavioural intentions to use SSTs at some selected shopping malls in Johannesburg. The mediating roles of PU, PEOU and attitudes were also tested. Based on proximity to the researcher’s resident and malls similarities in size, ranking, and social class (i.e., middle and higher income) and socio-economic profiles of shoppers, the researcher selected three contemporary shopping malls which have been identified as super regional centres. These malls were Mall of Africa, Rosebank and Sandton City malls. Additionally, the malls have installed SSTs like information kiosks or interactive screens. A quantitative research study was conducted with data collected successfully from 260 respondents and analysed using structural equation modelling with Smart PLS. Sobel’s test was used to test mediation. Findings revealed that user-interface and aesthetics and authenticity positively impacted PU and PEOU. The PU and PEOU with relative advantage drove attitudes to adopt SSTs, which with perceived control, subjective norm and enjoyment were positive and significant drivers of behavioural intention to use SSTs. The mediating effects of PU, PEOU and attitudes were significant. Managerially, drivers of shoppers’ attitudes and intentions to adopt SSTS are exposed. Theoretically, the study’s integrated model enriches the explanation of the acceptance of a technology, that is SST, especially in emerging market and multicultural context
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    Organisational culture, innovation, and environmental performance in South African iso 14001 certified organisations
    (University of the Witwatersrand, Johannesburg, 2022-06) Nokaneng, Tshepo Isaiah; Callaghan, Chris
    This study investigates the link between organisational culture, innovation, and organisational environmental performance, with a focus on South African ISO 14001-certified organisations. The study uses Hofstede's Cultural Dimensions Theory and the competing values framework to make predictions and collects empirical data from 400 SABS-certified organisations using PLS-SEM. The findings are of interest to academics, organisations, and researchers and have potential for future studies to build upon. The study found that human resource management (HRM) policies are more effective in cultures that prioritise collectivism, masculinity, uncertainty avoidance, and developmental and rational culture. Labour relations also predict innovation and organisational environmental performance (OEP). The Schwartz individual values (SIV) model shows that age predicts openness to change, and the industrial sector predicts intrinsic satisfaction factors, conservation, and self enhancement values. Position predicts intrinsic satisfaction, conservation and self-enhancement values, openness to change, self-transcendence, and extrinsic satisfaction. Organisational tenure negatively predicts conservation and self- enhancement values, openness to change, self-transcendence values, and intrinsic and extrinsic satisfaction. The industrial sector positively predicts individual environmental performance. These findings can aid policymakers, managers students, researchers, and practitioners in enhancing innovation, OEP, individual environmental performance (IndEP) and contributing to sustainability management literature using Hofstede cultural dimensions theory (CDT), competing values framework (CVF), Schwartz's values and motivational factors. This study provides evidence of the effects of cultural dimensions on OEP and identifies mediating or moderating factors. The findings offer knowledge to improve OEP, inform policymakers, and add value to managers, students, researchers, and practitioners. The study aids in implementing and improving environmental management systems, thus enhancing OEP. It also provides insights into using Schwartz's values and motivational factors that could enhance IndEP and contribute to the sustainability management literature
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    Organisational culture, values and performance in multinational companies in Mauritius
    (University of the Witwatersrand, Johannesburg, 2022) Ramhit, Ketan Sharma; Callagha, Chris
    The national identity of Mauritius is built on its distinctive culture, history, and beliefs, which inform how people see the world. Multinational companies (MNCs) have beenattracted to Mauritius due to its role as an economic hub and proximity to African continental markets. In a globalised context, organisations increasingly need to understand what drives employee behaviour and the relationships between the individual values of their staff and their individual performance. This study investigates how individual values affect Mauritius Multinational Companies (MNCs) employee performance. It draws from the Global Leadership and Organisational Behaviour Effectiveness (GLOBE) organisational culture theory as well as Hofstede’s cultural values theory to understand relationships between organisational cultural values and employee performance. While Schwartz's theory acknowledges the influence of biological needs and social contexts on an individual's value priorities, it presents a more comprehensive approach byemphasising the psychological aspect of values. His theory recognises that an individual's biological needs and social environment can significantly impact their value system and subsequent choices. First, a modified grounded theory methodology was used in Stage 1 to conduct in-depth interviews with MNC managers utilising census sampling. Data analysis employed theoretical coding and constant mapping to derive a theoretical model of the relationships between individual values and individual performance. Through a process of exploring and explaining data, the theoretical framework emerged. Once the theoretical propositions were established, a model was derived from them and further strengthened by the relevant literature. Once the initial codes were established in the first step of qualitative analysis, the second step involved connecting these codes to concepts and themes. The step was accomplished by utilising a modified version of the Gioia approach. The Gioia approach employs a schematic representation to assess qualitative data and construct a visual data structure. A comprehensive theoretical model was constructed by deriving theoretical propositions and supplementing them with relevant literature. The values that emerged from the qualitative study aligned with Schwartz's value dimensions. In Stage 2, a quantitative ii survey was used to gather information from MNCs. Schwartz’s values dimensions were tested as to their relationships with employee performance. The model was tested using confirmatory factor analysis and structural equation modelling. Schwartz's higher-order values were found to significantly predict individual performance. These, together with work attitudes, motivation, and the work environment were found to be significant predictors of individual performance. Theory predicting moderating relationships of age, gender, and educational attainment on the relationships between individual values and individual performance was also tested, but no evidence of their moderating effects was found. Two models were assessed - one individual performance as the dependent variable, while the other used intention-to-quit. The model using individual performance displayed acceptable fit indices, but the one using intention-to-quit did not satisfy the requirements for model fit. In conclusion, this study highlights the critical role that individual values play in determining individual performance inside Mauritius MNCs, offering insightful information for businesses doing business there
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    Social context factors and consumer innovativeness as drivers of organic food adoption amongst millennials in South Africa
    (2022) Mhlophe, Bongani
    Modern-day marketing practitioners are more interested in understanding consumers’ acceptance of innovative products rather than obliviously introducing new products to the market, only to be left to endure the costly and disruptive consequences of product rejection. Once practitioners fully understand the aspects that stimulate consumers to adopt innovations, they will be able to devise well-informed strategies that are bound to accelerate the adoption of new products, create more demand, and positively impact their long-term profitability. Furthermore, once relevant knowledge is available, the high rejection of new products will likely to be lessened to a reasonable proportion. For marketing practitioners to understand the drivers of organic food espousal amongst Millennials, scholars must conduct relevant studies on the complex relationships that exist between adoption and its antecedent factors. Recent studies have maintained that research focus is skewed towards individual-level factors, while most scholars overlook the predictive ability of social context factors on Adoption Behaviour. Therefore, it became expedient that an empirical analysis of this kind must be conducted to forge a more profound understanding of how the social context factors impact the Adoption Behaviour of organic food, particularly in an emerging economy like South Africa. This study targeted Millennials, particularly in the urban cities of South Africa, i.e., Johannesburg and Pretoria (Gauteng), Durban (Kwa-Zulu Natal) and Cape Town (Western Cape). A proposed conceptual framework portraying the relationships between the studied constructs was developed, resulting in several suppositions that were later subjected to hypothesis testing. A non-probabilty and conveniently accessible sample was used to gather primary data from 385 respondents. Both self-administered online suveys and researcher administered survey questionnaires were used for data colletion which yielded a response rate of 78.9%. This raw data was quantitatively analysed through SPSS 27 (for descriptive statistics) and through Structural Equation Modelling using Amos 27 (for inferential statistics). Path Modelling was used to test the hypothesised relationships of the structural model in a bid to either reject or fail to reject these suppositions. Moderation and moderated mediation effects were analysed using Hayes’ PROCESS Procedure for SPSS 4.0. While the moderating effect of Consumer Innovativesness was firmly establishled, this study, however, failed to garner enough statistical evidence to support the moderated mediation effects. Although the results of this study mostly confirmed the results from earlier studies, some new and exciting insights were derived; for example, an inverse relationship was found between Attitude and Adoption Behaviour, resulting in the nullification of hypothesis 8. The findings of this study delivered some critical theoretical contributions to the extant literature and meaningfully advanced the frontier of knowledge within the broader fields of generational and behavioural studies by providing fresh insights into the nature of the relationships between the studied constructs. Furthermore, this study also proffers practical suggestions that may aid marketing practitioners in devising and adopting well-informed strategies that will eventually enhance the adoption of organic food, particularly within the younger generational cohort. While a mismatch between Millennials’ Attitudes and their Adoption Behaviour was firmly established, this study further corroborates the findings from previous scholars that addressing negative Attitudes towards novelties is fundamental for their effective diffusion. These Attitudes must be fully understood and channelled to the right direction (e.g., through relevant promotional activities), in order to improve the espousal of organic foods, thus paving the way for these foodstuffs to realise their full market potential. Eventually, marketers will have the assurance of future demand and sustainable profitability if the adoption of organic food is accelerated to new heights. Although this study proffered meaningful contributions, some constraints were apparent, and these hurdles inevitably affected the generalisability of the findings of this study. Owing to these limitations, the results of this study lacked external validity and thus cannot be confidently applied to other similar research contexts. On the other hand, these limitations further unlocked avenues for future research endeavours.