Thesis (MBA)--Stellenbosch University, 2007. / Socially responsible consumption plays a major role in achieving environmental
sustainability in any part of the world. The aim of this investigation was to identify
whether consumers in the Western Cape are socially responsible. The research was
conducted using a sample of 200 consumers in the Cape Town area as a representative
sample of the Western Cape. Data were gathered from respondents by means of a
questionnaire. The statistical interpretation of the survey results were done by means of
constructing frequency distribution tables since the data are nominal. The results of the
analysis of the data pointed out that while consumers in the Western Cape demonstrated
willingness to know how products are made before buying; they do not take into
consideration the environmental and social impact of their purchases, meaning that they
are not socially responsible consumers. Out of 167 completed questionnaires, 36% of
respondents based their buying decision on the price and quality of products. This
constitutes the single largest group of respondents in the survey. The results also
revealed that consumers are willing to boycott products that are proven to be unethically
produced, which is a positive development. Radio and television were the main sources
of information for consumers about entities. In terms of the definition of moral
standards, consumers proved to be idealistic, meaning that they believe that moral
standards should be viewed as universal regardless of the society in which it occurs.
These findings clearly indicate that while consumers in the Western Cape are not socially
responsible, there are positive indications from the survey that can be used to improve the
situation. Consumers' willingness to know how products are produced before buying, the
willingness to boycott products proven to be produced unethically, and their idealistic
view on moral standards are all positive indications for improvement. The
recommendations provided in the study, if implemented, will go a long way towards
making consumers more conscious about the social and environmental impact of their
purchases.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:sun/oai:scholar.sun.ac.za:10019.1/20836 |
| Date | 12 1900 |
| Creators | Korboi, Jesse B. |
| Contributors | Smit, Eon, Stellenbosch University. Faculty of Economic and Management Sciences. Graduate School of Business. |
| Publisher | Stellenbosch : Stellenbosch University |
| Source Sets | South African National ETD Portal |
| Language | en_ZA |
| Detected Language | English |
| Type | Thesis |
| Rights | Stellenbosch University |
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