Journal of Consumer Sciences https://www.ajol.info/index.php/jfecs <p>The Journal of Consumer Sciences is an official publication of the South African Association of Family Ecology and Consumer Sciences (SAAFECS).</p> <p>The Journal of Consumer Sciences (JCS) publishes articles that focus on consumer experiences in different places and from different perspectives and methodological positions. The journal will consider research from within the fields of consumer studies, consumer science, home economics, family studies, consumer education, consumer rights and consumer behaviour.&nbsp; We also consider household and/or individual food security to be a facet of food consumerism and hence those working in this field should consider publishing in this journal. The journal also welcomes current consumer-related research that examines the impact of environmental, community and sustainability issues.</p> South African Association for Family Ecology and Consumer Sciences en-US Journal of Consumer Sciences 0378-5254 Copyright is owned by the journal. Informed decision-making: a narrative review of working female middle-class consumers https://www.ajol.info/index.php/jfecs/article/view/195660 <p>In South Africa, women make up 45% of the employed population; yet they still carry most of their household’s responsibilities. Although women have served as a target group in research – as household gatekeepers in terms of purchases, food preparation and health – scholarly studies of informed decision-making among working women in particular are limited. However, the growing number of women in the formal workforce, along with global and national policies and initiatives that address these women, suggests that the wants, needs and decision-making of this subgroup of consumers warrant special attention from researchers. This exploratory narrative review of international and South African literature, uniquely applied to the context of informed consumer decision-making, focuses on middle-class working female consumers (W-FC) in different fields, and their needs and wants, information acquisition and decision-making, challenges they experience, consequences of these challenges, and coping strategies they employ. Working women face specific issues that are related to role balancing at home and at work, as well as market-related challenges that place a burden on their information acquisition ability and purchase decision-making. These issues also affect their psychosocial and physical well-being in different ways than their male colleagues. W-FC adopts coping strategies in terms of their need to make significant career and family decisions, employ support systems to assist with time management and decision-making, change their behaviour, and de-stress. Research that addresses the informed decision-making capabilities of W-FC and that takes into account their unique conditions and requirements, is therefore needed to provide a foundation for developing effective interventions to improve their well-being. Our review offers a valuable baseline for examining the challenges and coping strategies used by women internationally and also by South Africa’s middle-class working women, and how these may affect informed decision-making. It also offers suggestions for areas of future research.</p> D van der Merwe M du Preez H Dreyer H de Beer A Mielmann L Wyma Copyright (c) 2020-05-09 2020-05-09 Future entrepreneurs design a way: supporting product innovation with a design thinking approach in a children’s extracurricular sewing programme https://www.ajol.info/index.php/jfecs/article/view/199769 <p>Entrepreneurship as a possible solution to <span style="text-decoration: line-through;">the</span> unemployment in South Africa and can be promoted through entrepreneurship education. The two distinguishing skills of entrepreneurs as opposed to small business managers, who are not necessarily entrepreneurial, have been identified as: creativity and innovation. This paper reports on a study undertaken in response to a real life problem in a children’s extracurricular sewing programme offered for a period of one year to improve children’s technical sewing skills. Parents of the children who participated in the programme voiced a need the following year to have an extracurricular programme that supports their children’s entrepreneurial skills in addition to developing technical sewing skills. An action research process was followed to 1) explore the role of an intervention aimed to support product innovation of the participants and 2) explore the design intent of participants during the intervention. . The qualitative methods implemented were visual analysis of participants’ products resulting from a design process and documents where they had stated their design intent. The intervention aligned Design Thinking principles with the dimensions of creativity and in essence supported participants to design solutions for a particular target market. Findings suggest that Design Thinking principles aligned to the dimensions of creativity can encourage product innovation and enabled participants to experiment freely with product prototypes that have an entrepreneurial design intent.</p> ADV Botha TJ Tselepis AJC De Wet Copyright (c) 2020-09-16 2020-09-16 Factors influencing the attitude of women towards purchasing green products: An explorative case study of organic cosmetics in Sweden https://www.ajol.info/index.php/jfecs/article/view/201679 <p>This paper investigates green consumer behavior by analyzing women’s attitudes towards purchasing organic cosmetics in Sweden in order to determine the factors that influence their purchasing behavior. The study is based on the modified Theory of Planned Behavior (TPB) explained with primary data collected through an online survey of 220 women who live in Sweden. The findings are in line with the previous studies, which confirm that consumers’ attitudes towards green products have a positive influence on purchase intention. Moreover, this study has found that the individual’s education and income level have a &nbsp;positive relationship with attitude and future purchase intention.</p> S Akter MS Islam Copyright (c) 2020-11-18 2020-11-18 The impact of emotional attachment on purchase intentions in the South African luxury streetwear industry https://www.ajol.info/index.php/jfecs/article/view/201957 <p>Over the last decade, luxury streetwear consumption has increased worldwide, particularly among Millennials and Generation Z. The high-end streetwear brands have continually contributed to economic growth as it is a global multi-billion-dollar industry and South Africa is no exception to these trends. The purpose of this study is to determine what factors affect the purchase intention of these streetwear brands and develop insights that are unique to the South African landscape. Specifically, this research investigates the impact of personality factors, social media influence and brand experience on customers’ purchase intentions in the luxury streetwear fashion industry, mediated by emotional attachment.</p> <p>Descriptive quantitative research was conducted on customers between the ages of 18 to 38 in Cape Town: an online questionnaire was distributed among 150 respondents. The results suggested that all the relationships among the above-mentioned variables can be said to be influential besides the relationship between social media and emotional attachment. Therefore, personality factors and brand experience increase consumer emotional attachment towards the tested brands and thus increase purchase intention.</p> <p>It was found that personality factors influence emotional attachment as consumers feel a sense of status and superiority when wearing luxury streetwear brands. Furthermore, a good brand experience causes consumers to have positive emotions towards the brand. On the basis of these findings, a number of recommendations are made.</p> T Tseng B Baker C O’Brien P Pillay Copyright (c) 2020-12-03 2020-12-03 Effects of school-based nutrition education on nutrition knowledge, self-efficacy and food choice intentions of learners from two primary schools in resource limited settings of Pretoria https://www.ajol.info/index.php/jfecs/article/view/202058 <p>School-based nutrition education programs (NEP) may promote positive dietary practices in children. Thus, we assessed whether nutrition education would improve the nutrition knowledge and self-efficacy of Grade 2 and 3 learners and food choice intentions of Grade 1 learners in two resource-limited schools in Pretoria. Following a needs assessment, we planned a NEP to address the inappropriate dietary practices of learners. The NEP was guided by evidence from the literature and the South African food-based dietary guidelines and was embedded in Social Cognitive Theory (SCT). We tested the effects of the NEP using a quasi-experimental design. Conveniently selected learners (N=244) from two schools were taught nine lessons over a six-week period. A modified Pathways Knowledge, Attitudes and Behaviours questionnaire assessed the outcomes at baseline, six weeks and 12 months. Sixty-three percent (n=157) of participants completed the study. Compared to baseline, nutrition knowledge and food choice intentions were significantly improved at six weeks, while self-efficacy was slightly reduced. The two schools had significantly different food choice intentions scores. Overall, girls scored higher than boys for the measured outcomes, though non-significant. At 12 months, only nutrition knowledge was sustained. A tailored NEP can improve the nutrition knowledge and food choice intentions of Grades 1 to 3 learners in resource-limited settings. Specific interventions to improve nutrition self-efficacy ought to be developed and implemented for this age group. Further studies using randomisation as well as assessing actual dietary behaviours are needed.</p> CL Zambuko G Gericke J Muchiri Copyright (c) 2020-12-08 2020-12-08 Career prospects and job satisfaction of NSNP food handlers in Gauteng https://www.ajol.info/index.php/jfecs/article/view/202068 <p>The National School Nutrition Programme (NSNP) is of cardinal importance in South Africa. It operates on a large scale nationally and across different sectors of the economy, primarily to serve meals to all public schools in communities with low socio-economic status. In response to this huge demand, parents of learners in the local communities are employed on contract as food handlers to prepare and serve meals to learners at the schools. However, contract periods are fixed-term with no certainty of re-employment. This study investigates the career dynamics and satisfaction levels of NSNP food handlers in Gauteng. A convergent parallel mixed-method research design was adopted for this study. Random sampling was applied in 290 secondary schools to identify participants in all 15 Gauteng Department of Education districts. A structured questionnaire was administered to NSNP food handlers while interviews were conducted with all 15 District Nutrition Co-ordinators (DNCs). Quantitative responses on job satisfaction were rated on a 4-point Likert scale, while career prospects and failure to find employment after the expiry of the NSNP contract were measured on a dichotomous scale. Qualitative data from interviews were analysed in a narrative form. It was concluded that the NSNP food handlers struggle to secure employment after the expiry of their one-year NSNP contracts. Furthermore, the evaluation reveals that food handlers have low job satisfaction. The advanced age of some NSNP food handlers is related to the low job satisfaction experienced. Additional challenges faced by the food handlers were poorly managed working conditions and low remuneration.</p> T Berejena IC Kleynhans Copyright (c) 2020-12-09 2020-12-09 Developing size charts for petite South African women from 3D body scanned E-tape measurements https://www.ajol.info/index.php/jfecs/article/view/202188 <p>The purpose of this study was to develop upper and lower body dimensions’ size charts for a sample of 200 petite South African women aged 20-54 years residing in Gauteng and with a height of 163 cm or below as determined from their e-tape anthropometric measurements obtained using a 3D full body scanner. The most prevalent body shape was found to be pear shaped (n=180). The size charts were evaluated by comparing the body measurements for a size 10/34 with a correspondingly sized commercial petite mannequin and the respective fit of shirt and trouser garments manufactured to fit a sample of nine size 10/34 women.<br>The findings show that the 3D e-tape generated measurements from the size charts for the size 10/34 petite women produced an overall better quality of fit than the garments made using the e-tape measurements of the size 10/34 petite tailoring mannequin. The study highlights the current limitations of the petite women sizing charts in use in the South African apparel industry.</p> MM Phasha S Harlock R Pandarum Copyright (c) 2020-12-14 2020-12-14 An exploration of the 2018 sugar-sweetened beverage tax on the purchases of Black African women residing in Pietermaritzburg, KwaZulu-Natal https://www.ajol.info/index.php/jfecs/article/view/202454 <p>The incidence of death from non-communicable diseases (NCDs) is escalating steadily. Several studies conducted in South Africa have shown that obesity is more problematic among females than males, and particularly among Black Africans. Recent literature suggested that the consumption of sugar-sweetened beverages (SSBs) could have contributed towards this problem. In 2018, the South African Government implemented taxes on SSBs. This study was conducted before the SSB tax implementation; however, it was important to investigate the potential effect SSB tax is likely to have on the current SSB purchasing behaviour of Black South African women.</p> <p><br>A cross-sectional study was conducted among 439 Black African female SSB purchasers, residing in Pietermaritzburg, KwaZulu-Natal. The main objectives were to determine the types of SSB purchased; assess the purchasing frequency; investigate the factors that influenced purchases and explore the effect of the 2018 SSB tax on future SSB purchases.</p> <p><br>Carbonated fizzy drinks were the most frequently purchased beverage. Price and taste were found to be important factors considered by respondents when purchasing SSBs. Nearly half of the respondents indicated the intention to continue purchasing SSBs as usual despite the future price increase due to the SSB tax. Although most of the literature had suggested that higher tax rates could decrease demand for SSBs, this study’s findings show that the SSB tax alone would not have major impact on changing consumer purchasing behaviour.</p> GR Ilangila N Wiles A van Onselen Copyright (c) 2020-12-29 2020-12-29 A critical review of assessment techniques used during teacher training in Home Science Education in Kenya https://www.ajol.info/index.php/jfecs/article/view/202456 <p>The aim of Kenyan Primary Teacher Education (PTE) is to produce teachers who have relevant knowledge, skills, values, attitudes, and the ability to identify and deliver the curriculum needs of primary school learners. With the reintroduction of Home Science to the primary school curriculum, it is important that Home Science lecturers in Primary Teacher Training Colleges (PTTCs) utilize the best principles of assessment to ensure graduates acquire relevant competencies for employment as primary school teachers. This study sought teacher trainees’ perceptions of the assessment techniques used by Home Science lecturers during training and the effect this has on achievement of objectives of Home Science Education. A quantitative research approach underpinned in the post-positivist research paradigm was used in the study. A total of 348 teacher trainees from PTTCs spread all over Kenya took part in the study. Questionnaires were used to collect data on assessment techniques used by Home Science lecturers, their suitability for training, and the extent to which they affect the achievement of objectives of Home Science Education. Results indicated that end-term examinations, continuous assessment tests (CATs), oral questions, quizzes, use of group reports, practical work, project work, and field trip reports were popular assessment techniques amongst Home Science lecturers in that order. The regression analysis result of (β1=0.342, p=0.000) at 95% confidence level showed a significant relationship between assessment techniques used by Home Science lecturers and achievement of course objectives by teacher trainees. Based on the analysis, end-term examinations were the most often used assessment techniques amongst Home Science lecturers. End-term examinations comprise a theory paper which only examines teachers’ mastery of content besides the acquisition of relevant skills. Kenya is in the process of reforming its education system; hence these results will be used to inform future decisions made regarding instructional assessment during teacher training. It is recommended that Home Science lecturers embrace the use of both theory and practical-based assessment techniques to ensure that teacher trainees acquire relevant knowledge, skills, values, and attitudes upon graduation. This will help curb the current culture of studying to pass written examinations and, instead, promote understanding and acquisition of the relevant Home Science competences.</p> C Sempele G Ariya Copyright (c) 2020-12-29 2020-12-29