An exploratory investigation into Tshwane Postmodern consumers' consciousness and practices that relate to sustainable food procurement

Abstract

In the postmodern society we live in whereby citizens create their unique identities and sense of belonging not by whom they associate with but rather with what they consume (Arrow & Dasgupta, 2009; Berner & Van Tonder, 2003; Kacen, 2000). Addressing the fast-paced lifestyles postmodern consumers are leading and the impact thereof on the natural environment is in many political, economic, academic and social circles high on the agenda (Benton & Ferry, 2010). Studies relating more specifically, to the true impact of consumer behaviour on the environment and the ultimate sustainability thereof for future generations is becoming of great importance. In order to assure future generations the same quality of life and access to natural resources it becomes paramount that investigation sets forth the behaviour of consumers today. This study investigated postmodern consumers’ consciousness of climate change and subsequent food procurement practices. The research identified certain sustainable consumption practices and uncovered very clear deficits with regards to consumers’ knowledge of climate change. Overall results revealed that most consumers either portray or aspire towards lifestyles that reflect luxury and convenience. It was found those who were willing to live more sustainably struggled to do so due to societal pressures, poor support and a knowledge deficit in terms of mitigating skills. This research further discovered that the current lifestyles postmodern consumers’ aspire to encourage very definite changes in terms of gender roles (i.e. more women competing on par with men), which have detrimental effects on their ability to lessen unsustainable behaviour. Recent literature states that women should be viewed as positive agents of change due to their prominent role in socialising their household members (Buckley, Cowan, McCarthy, & O'Sullivan, 2005) and therefore a portion of the research focused on the specific contribution or lack thereof females have toward sustainable consumption practices within a postmodern society. However, this research identified that with a proper knowledge of sustainable consumption practises and mitigating skills the postmodern consumer is able to have a profound impact on curbing the detrimental effects of unsustainable practices and therefore rightfully deserves more attention.