A thesis submitted to the Faculty of Arts in fulfilment of the requirements for the Degree of Masters in Communication Science in the Department of Communication Science at the University of Zululand, South Africa, 2014. / Manufacturers, wholesalers and retailers of Fast Moving Consumer Goods (FMCG) have a social responsibility towards their consumer’s environment. Fast Moving Consumer Goods are consumed on a daily basis and their by-products are often discarded incorrectly, impacting negatively on the environment. However, many companies are beginning to take steps towards ensuring that their products are manufactured according to environmentally friendly conditions. The responsibility should not just be placed on labels, but consumers should be properly educated and guided on how to dispose of a product’s packaging such as bottles, cans and plastic bags. Producers, as well as retailers, of FMCG have an ethical responsibility towards their consumers. It has become fashionable and politically correct for FMCG companies all over the world to publicise themselves as “green companies.” However, the materials used in the packaging of these products are most often found thrown in streets and other open areas in the community. This research investigates the impact that FMCG have on the community’s green space and how companies and retailers can effectively communicate their green consumerism initiatives and demonstrate their CSR for both the environment and their consumers. This study revealed that 53.99% of the respondents do not recycle the unused packaging of goods. The primary reason was that recycling is inconvenient. The other conspicuous reason was lack of knowledge of recycling. Apart from that, they also mention that they do not have recycling bins in the community; they have not enough space in their yard and for the fact that they are not getting any incentives. This study focuses on how companies can assist in saving our planet by embracing the concept of green consumerism holistically. Further, the study exposes challenges faced by companies and social organisations with regard to green consumerism. It also tackles existing initiatives of entrenching green consumerism and the study goes on to offer suggestions and recommendations to effectively embrace green consumerism in a global society.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:uzulu/oai:uzspace.unizulu.ac.za:10530/1391 |
| Date | January 2014 |
| Creators | Makhutla, Esther Nthabiseng |
| Contributors | Rugbeer, H. |
| Publisher | University of Zululand |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | English |
| Type | Thesis |
| Format | application/pdf |
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