Factors That Influence Perceptions and Purchasing of Organic Produce by South African Consumers: A Literature Review

Factors That Influence Perceptions and Purchasing of Organic Produce by South African Consumers: A Literature Review

Geraldene Fynn-Green (Durban University of Technology, Durban, South Africa), Roger B. Mason (Durban University of Technology, Durban, South Africa) and Andrea Giampiccoli (Durban University of Technology, Durban, South Africa)
DOI: 10.4018/IJCRMM.2019040104

Abstract

This article provides insight into the literature on consumer perceptions towards organic fruit and vegetables, attempting to identify factors that influence purchasing practices. Several supermarkets and fresh food markets in South Africa are now selling organically produced food items and consequently provide consumers with an alternative to conventionally grown food. However, limited research has been conducted in South Africa regarding consumer awareness and knowledge pertaining to organic produce and how consumer perceptions affect their purchasing practices. This article therefore provides a background to the organic food market in South Africa. From available literature, the article then goes on to explain the consumer behavior related to purchasing organic food produce, specifically with regard to socio-economic demographics and factors influencing willingness to pay a premium for organic produce. The article culminates in suggestions for further research to improve knowledge and understanding of the organic produce consumer in South Africa.
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Objective And Methodology

Objective

This paper aims to establish a starting point for a stream of research in the field of organic produce marketing in South Africa, by presenting a comprehensive literature review on the behavior of consumers towards the purchase of organic fruit and vegetable products.

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