WSU RESEARCHER LINKS CONSUMER BEHAVIOUR TO AGENDA 2063 GOALS

Walter Sisulu University Management lecturer, Nangamso Manquma shed a light on the complex behaviour patterns behind South Africans’ continued reliance on single-use plastic bags at the Institutional Research and Innovation Day held in Mthatha.

Her study, “From Attitude to Action: Understanding Consumer Behaviour Towards Eco-Friendly Plastic Using the Attitude Behaviour Context Model,” investigated why environmentally conscious attitudes are not translating into environmentally responsible actions, a question with significant implications for sustainability efforts across Africa.

Presenting findings drawn from students at the University of Fort Hare, Manquma revealed that although participants expressed strong environmental awareness, their actual purchasing behaviour did not align with these beliefs.

“People genuinely care about the environment, but that care is not enough on its own to change behaviour. Without the right structural support and affordability, consumers will always default to what is easiest and most accessible,” she said.

Convenience, affordability, limited access to alternatives, and weak enforcement of plastic regulations emerged as key barriers in her research.

Manquma situated her research within the broader developmental vision of the African Union’s Agenda 2063, particularly its goals related to environmental sustainability, the green economy, and responsible consumption.

By demonstrating that individual behaviour change must be supported by policy reform, improved access to eco-friendly products, and systemic incentives, her work aligns with Goal 7 (Environmentally sustainable and climate-resilient economies and communities) and Goal 6 (Blue and Green economies).

“Institutions of higher learning should lead by example through awareness campaigns and by modelling sustainable practices. If we want long-term change, we must build environments where sustainable choices are the easiest choices,” said Manquma.

In her recommendations, Manquma called for stronger enforcement of plastic levies, increased incentives for reusable and recycled alternatives, and wider availability of affordable eco-friendly options.

She also proposed that future research explore cultural influences and intention-based models to further unpack the attitude-behaviour gap.

Plastic shopping bags in South Africa were given to shoppers for free at the tills until 2003 when the government introduced a plastic bag levy in an effort to curb environmental pollution.

The lawmakers had hoped consumers would think twice before littering the country with plastic when they no longer get them free of charge.

However, despite consumers forced to pay for the bags, data has shown that the sale of plastic bags has done little to reduce plastic pollution.

By Anita Roji