Exploring the potential contribution of organic community food gardens for sustainability: the perspective of cultivators and consumers

Abstract

The exponential rise in global organic food product sales indicates a transformative shift in consumer preferences towards healthier, more sustainable, and environmentally conscious food choices. This qualitative study, grounded in an interpretivist paradigm, explored community food gardens’ potential contribution to sustainability based on cultivators of such gardens and consumers’ position on organic food products’ consumption in general. The research aimed to mitigate consumer barriers and enhance environmental, social, and economic sustainability for cultivators. Findings revealed South African consumers associated the term ‘organic’ with health and environmental benefits but stressed the need for accessible, affordable, and trustworthy organic food products. Consumers’ views on organic community gardens support sustainability, local engagement, and combating food scarcity. Cultivators emphasised fresh, nutritious produce and proposed educational programmes to overcome identified barriers. A holistic approach can optimise marketing opportunities, integrating word-of-mouth, online presence, education, and accessibility. The study recommends comprehensive consumer education, curricular integration, non-governmental organisation-led initiatives, transparent cultivator practices, supportive government policies, engagement with certification bodies, and targeted awareness campaigns to enhance consumer purchase intent and sustain local organic community gardens.