Organic food systems and sustainable consumption behaviour in Johannesburg, South Africa

Abstract

Aim: The aim of the study was to examine the buying practices and consumptive behaviours of organic food consumers in Johannesburg. This was done in order to understand the extent to which consumers’ practices and behaviours, based on Di Guilio et al. (2014) framework, were sustainable and pro-environmental. Methods: The study made use of a questionnaire, which was adapted from various similar studies. Basic statistics was used to analyze the consumers’ behaviours. In addition, the Rasch model, a quantitative statistical package, was used to explore the extent of the sustainability of respondents’ consumption, which shed light on their pro-environmental rationales. Results: The results indicated that the organic food consumers were not sustainable in their buying and consumption behaviours as many of their actions were inferred to suit self-interests such as health, lifestyle, and convenience. Their purchasing and consumption behaviours although having sustainable impacts on the environment were coincidental. Highlighted in the outcomes of this study was that consumption behaviours were not based on a conscious environmental citizenship or proenvironmental rationales. Conclusion: In general, the organic food consumers were classified as unsustainable consumers and it is recommended that a number of interventions be put in place in order to encourage sustainable consumption.