Consumer perceptions, preferences, and their purchase intentions for organically grown products in Shelly Beach shopping centre, Port Shepstone

Abstract

In the last few years, the market of organically grown products has continued to grow. This is due to the continued increase of consumers’ concerns regarding the environmental, food safety and health issues, especially for food products. These issues have led to an increase in demand which outstrips the supply, which threatens the organic industry. The study aimed to analyse consumer perceptions, preferences and factors influencing the purchase of organically grown products in the Shelly Beach Shopping centre in Port Shepstone under the Ray Nkonyeni Local Municipality of the KwaZulu-Natal Province. The study was quantitative and employed a descriptive cross-sectional design. A systematic random sampling method was employed. The study comprised of 150 organically grown product consumers. Data were collected using structured questionnaires. Data was analysed using the Statistical Package for Social Sciences (SPSS) version 25 and STATA 14 software. Descriptive analysis of data was applied in the study to describe consumers’ characteristics, perceptions and preferences. A multiple regression analysis was used to test for the factors influencing the purchase intentions of organically grown products. The study suggested that women (about 63%) purchased organically grown products more than men. The results revealed that all consumers had at least 12 schooling years (matric education). Most (about 53%) of the interviewed consumers were not married (single; divorced or widowed). A greater proportion (about 45%) of the interviewed consumers that purchased organically grown products had family size which was about less or equal to 5 members and mostly (about 73%) of respondents were full-time employed. With regard to consumer perceptions towards organically grown products, results revealed that consumers that were environmentally conscious, concerned about food safety and healthiness had a positive attitude towards the purchase of organically grown products. Results from the multiple regression model revealed that factors such as; ethnicity; household size; employment status; household income and perceptions that organically grown products have a better smell and fresh were found to have a positive and significant influence on the purchase intentions in the study area while age, education, consumer perceptions that organically grown products have a good taste and of high quality and difficulty to access in the market were found to have a negative and significant influence on the purchase intentions. Consumer awareness and education programmes must be targeted at youth to inform them about organically grown products. Government funding should assist farmers in solving the “difficulty to access” issue of organically grown products.