Journal of Consumer Sciences

Influence of clothing attributes and knowledge of sustainable clothing benefits on customers’ purchasing behaviour

N Mollel-Matodzi — 2022-05-16

Sustainable clothing in the South African retail market is in its infancy. Consumers’ slow response to sustainable clothing is a primary hindrance to the popularity of sustainable clothes and a factor in low production levels. In addition to consumers’ attitudes towards the environment, clothing attributes influence the purchase of sustainable clothing products. Identifying the influence of socio-environmental knowledge on customers’ purchasing behaviour is pertinent in developing and implementing strategies to raise sustainability awareness about clothes. Identifying clothing attributes that will increase South African customers’ sustainable clothing consumption is crucial for socio-environmental goal achievement. This paper explores how clothing attributes and knowledge about the benefits of sustainable clothes influence the selection of these garments. A quantitative online survey was administered to 305 purposively selected participants aged 18 years and above. Participants were approached using social media influencers and fashion design entrepreneurs with a strong social media footprint. The collected data were analysed descriptively using Stata/SE 14.0. There were four attributes listed, and findings revealed that durability was the most valued attribute by most participants. However, the durability attribute alone was not sufficient to entice them to purchase sustainable clothes. Most of the participants across age groups expressed dissatisfaction with sustainable clothes’ designs, colours, and textures. However, the same participants reported that they were likely to purchase sustainable clothing if the look and feel resembled mainstream clothes available in major retail stores. The same participants reported that they were likely to purchase sustainable clothing if the look and feel resembled that of mainstream clothes available in major retail stores. The same participants indicated that knowledge about the benefits of sustainable clothes had a significant association with how they purchase sustainable clothing. Therefore, sustainability literacy specific to the textile and clothing industry alongside sustainable product development in the industry are catalysers for increased purchases. Continual socio-environmental civic education with all role players in the textile and clothing industry is necessary to promote the purchase of sustainable clothes. Insights from this research will help in the effective design and production of multifaceted sustainable clothes that appeal to consumers.

Awareness and clothing selection to mitigate the effect of ultraviolet light on pre-schoolchildren in Eswatini

PE Zwane — 2022-07-19

Sun protection has become crucial due to the effects of climate change that has resulted in effects such as extremely high temperatures. Early exposure of children to ultraviolet rays (UVR) makes them vulnerable to developing sun-related diseases later in life. Sun protection through clothing is the most affordable option to use for many people. The study assessed the awareness of sun protection for pre-school children among parents, and awareness of retailers about children′s clothing with sun-protective finishes. This exploratory and descriptive study was conducted to describe the prevailing awareness of sun-protective clothing using a questionnaire that was hand-delivered by children to their parents. A target convenience sample was selected with 20 children in each of four pre-schools from the four administrative regions of Eswatini. A research assistant interviewed managers of purposefully selected retail outlets on whether managers are aware of clothing for children with sun-protective finishes. Results showed that a majority of parents were not aware of the need to protect their children against sun exposure. Those parents who were aware mainly used clothing as a preventative measure against sun exposure. Parents, who viewed sun exposure as a health hazard, were likely to be aware of sun-protective clothing and accessories. Thus, these parents generally selected garments made from light-coloured cotton fabric. Only one retail outlet stocked merchandise with specialised tags for sun-protective clothing. In conclusion, most parents were not aware of the effects of sun exposure and the hazards associated with prolonged exposure to the sun. Only one retail outlet stocked merchandise with sun-protective finishes. The recommendation is to introduce educational programmes in schools and for consumers on protecting children against sun exposure.

Agricultural knowledge networks and their implications on food accessibility for smallholder farmers

N Tamako — 2022-08-15

To explore and understand the knowledge systems of smallholder farmers, there is a need to investigate questions about what and how knowledge is delivered by networks to these farmers. Therefore, this study answers the following questions: What are the knowledge networks available for smallholder farmers, and how do they access them? Moreover, in the agriculture sector, information is considered an important decision-making tool for farmers when improving their livelihoods and accessing food security. Therefore, the study also aimed to answer a question: What are the implications of available knowledge systems on the food security status of active smallholder farmers? An effective information system within, along with supportive and continuous knowledge networks outside, agricultural communities is crucial for addressing the needs of marginalised farmers. To answer the research questions, purposive sampling was used to select a sample of 219 active smallholder farmers operating in the Appelsbosch and Bergville areas of the province of KwaZulu-Natal, South Africa. The study followed both a qualitative and quantitative approach. The overall results of the study demonstrated that agricultural knowledge flows through various channels, including farmers’ local networks, the private sector, non-governmental organisations (NGOs) and research institutions. Furthermore, the participation level of farmers in local knowledge systems indicated a significant impact on farmers’ food security status. Farmers in the study highlighted that the technical knowledge received during training and demonstrations helped them to improve their skills in conducting and performing field activities that improved their crop production. Therefore, the KwaZulu-Natal Department of Agriculture and Rural Development (DARD), as well as various NGOs, needs to have continuous access to updated information in order to promote transformative initiatives and integrated knowledge platforms that empower farmers in resilient food production.

Consumption of noodles and utilization of Amaranthus at the University of Zululand, South Africa

N Qumbisa — 2022-12-09

Over the years there have been significant increases in the global consumption of instant noodles. This trend has been notable among young people in colleges and is due to the convenience attributes associated with the product. Overconsumption of instant noodles is however said to compromise consumer health, especially when used as the main meal. Amaranthus is one of the most abundant traditional vegetables in South Africa and a good source of nutrients. However, the vegetable is underutilized and is often overlooked compared to exotic vegetables. The main objective of this study was to investigate the patterns of instant noodles consumption and utilization of Amaranthus among students at the University of Zululand. This was done to gauge the potential for using Amaranthus to improve the nutritional profile of noodles. A quantitative research approach was followed by using self-administered questionnaires. One hundred students were sampled using a quota sampling method. Results showed that a majority of the students (96%) were active consumers of instant noodles. Convenience and cost-effectiveness remain the major drivers of high instant noodles consumption among these students. About 76% students had knowledge of Amaranthus, however only 71% were consumers or had at least consumed Amaranthus in the past. The majority (92%) of participants used Amaranthus fresh leaves when cooking the plant while 4% used it in a powdered form. Amaranthus was therefore a familiar traditional leafy vegetable. However, its regular consumption as a vegetable was low due to stigmatization. Indigenization of noodles using Amaranthus as a supplement can be used as an intervention to improve nutritional value and optimise consumption of the vegetable.