The influence of social responsibility initiatives on the South African wine consumers planned behaviour
Thesis (MBA)--Stellenbosch University, 2014.
The market benefits and competitive advantage of integrating social responsibility initiatives are well known within the global marketing context. More recently, this movement had notably increased within the South African wine industry, where wine producers are integrating philanthropy into their overall business operations. The purpose of this study was to examine whether the marketing of social responsibility initiatives, within the South African wine industry, would lead to a positive consumer attitude towards a brand and result in influencing South African wine consumers’ purchasing behaviour. The literature review was conducted to establish the effect of marketing social responsibility initiatives over consumer attitude, intention and planned behaviour. Descriptive and inferential statistics were used to analyse the data. This study indicated that the marketing of social responsibility initiatives are recognised by South African wine consumers as a decision-making factor and do influence consumers’ attitude towards brands, when purchasing wine. Although social responsibility initiatives are regarded as a low decision-making factor, when compared to other factors, the study did indicate that South African wine consumers generally do portray positive attitude towards the South African wine industry’s social responsibility initiatives. Generally, it was found that South African wine consumers portrayed positive planned purchasing behaviour towards most of the South African wine producers’ social responsibility initiatives, with management of quality and environmental conservation initiatives receiving more positive response. Land reformation and legislative responsibility were regarded as lesser important initiatives. Given the fact that social responsibility initiatives are recognised, yet only influences a certain portion of South African wine consumers’ purchasing decisions, the study did indicate that there are opportunities for the South African wine industry to market its social responsibility initiatives. The study concludes with the educational role that the marketing of social responsibility initiatives may have on influencing wine consumers’ planned behaviour and suggests a multi-stakeholder approach towards marketing.