PhD Research Explores Organic Food Adoption in South Africa
Dr Sandile Mkhize’s research, titled: “Factors Affecting the Organic Products Market in Durban, KwaZulu-Natal: A Diffusion of Innovation Perspective”, aims to provide strategic insights for marketers and policymakers seeking to promote sustainable consumption in emerging markets.
Supervised by Professor Debbie Ellis, the study examines organic food adoption in South Africa by integrating traditional consumer behaviour theories with Diffusion of Innovation (DOI) and Consumer Innovativeness (CI) constructs.
‘Organic products, cultivated using agricultural practices that avoid synthetic fertilisers and pesticides, offer a sustainable alternative to conventional farming methods. However, in South Africa, adoption remains limited, hindered by consumer perceptions of organic food as unfamiliar and niche. That is why the research took an innovative approach – integrating traditional behavioural factors with innovation theory to understand consumer behaviour,’ said Mkhize.
The study revealed that while traditional factors such as health consciousness and trust are significant, DOI constructs, including compatibility and relative advantage, also substantially influence adoption.
‘This combination of frameworks provided fresh insights into how consumers make sustainable food choices, which has both academic and societal relevance,’ added Mkhize.
As an academic, Mkhize, who lectures Marketing at the Durban University of Technology (DUT), says a PhD is more than a qualification – it is a cornerstone of academic life.
‘I’m passionate about sustainability, education, and empowering others through knowledge. While I have published a few articles, attaining a PhD firmly positions me as a researcher and opens new doors for contributing to knowledge, mentoring students, and engaging in impactful academic work,’ he said.
Words: Thandiwe Jumo
Photograph: Sethu Dlamini
