An exploratory study of the influence of sustainable food labelling on consumers' purchase intention of food products

Abstract

South African research has not focussed on the influence sustainable labelling has on purchase intention through the application of the Theory of planned behaviour (TPB). Also,the understanding of sustainable labelling in South Africa has not been explored in terms of UTZ, nor Fairtrade certification. This study aimed to explore the influence of sustainable labeling, specifically UTZ and Fairtrade, on consumers’ intention to purchase food products. The conceptual framework was developed to support a theoretical approach to the study, that The conceptual framework was developed to support a theoretical approach to the study, The conceptual framework was developed to support a theoretical approach to the study, that included the TPB, as well as the key constructs the research explored. A qualitative exploratory study was designed, using convenient, purposeful and snowball sampling methods to recruit 16 participants via Facebook, who have heard of sustainable food labelling within the borders of South-Africa. Participants took part in individual semi-structured interviews, conducted on Microsoft Teams. From the content analysed data it emerged that articipants were concerned about the environment and were more familiar and informed regarding the UTZ label than the Fairtrade label. Although there was clear concern for the environment the cost implication of sustainable labelled food products was highlighted as an obstacle. This study contributes to the gap within South-African research in terms of showing the consumers’ understanding of sustainable food labels.