Chuma Banji Chinzila

Chuma Banji Chinzila

University of KwaZulu-Natal, South Africa

chumabanji@hotmail.com

Oxfam South Africa1 describes the status quo in South Africa as a “…sexist, classist and racist economic system that only serves the elite few…, [where] inequalities are deeply rooted in …colonial history, and are a product of a broken, neoliberal economic path, elite capture, and a focus on male dominated mining, energy and related industries, including finance, that benefit the very rich”. The highlighted inequalities persist and affect the Black African race disproportionately; for instance, in 2015, poverty among Black women was at 20.8% compared to 18.6%2. The COVID-19 pandemic has worsened inequalities affecting women and children the most345.

Meanwhile, South Africa is still burdened with food insecurity, hunger and malnutrition resulting in nutrition-related non-communicable diseases (NCDs)67.  Government priorities reveal a will to address poverty, economic exclusion, sustainable livelihoods, gender inequality (with a focus on GBV against women and children) and health, among other issues8. So far, policy efforts have been directed towards reducing the incidence of NCDs using tax instruments, improving child and maternal nutrition, and reducing household food insecurity91011. This study is located within National priorities and focuses on Black African Women. The aim is to understand drivers of consumer behaviour to identify levers of change that will foster development of sustainable healthy food systems.

Alignment of the co-benefits at the intersection of Health and Environments through food systems change

Given the existing socio-economic and health challenges, various fiscal and non-fiscal policy changes have been implemented aimed at improving livelihoods, access to food and adequate nutritional intake. Government’s poverty, malnutrition, hunger and NCDs eradication strategies have leveraged on multi sectoral cooperation to implement policy programmes12. Evident are programmes such as the Agro-Ecology and agri-business that cut across food security, livelihoods, environmental sustainability, and research13 while policy instruments include tax, social grants/assistance; and nutritional programmes1415.

Agriculture has therefore been important in meeting socio-economic and health needs16. Though this is the case, agriculture’s environmental impact is concerning; it uses 80% of South Africa’s total land mass17 and 62% of surface water18. On the other hand, the industry wastes up to 30% food every year while 14 million South Africans are affected by hunger19. Meanwhile, climate change causes crop failures while jobs are lost due to increased mechanisation in the industry; and, small-scale farmers have not been integrated into the mainstream sector20. Thus, achieving food security and economic needs while using sustainable production and climate smart techniques, is a challenge that government is faced with currently21.

Research efforts have been directed towards reducing malnutrition and improving food security through improving food availability, accessibility, and affordability22. Recent focus has been on understanding food outlets, consumer attitudes to supermarkets, food purchasing patterns, sources of food, and unimportance of urban agriculture23. This body of research sees income, social protection, and sources of food as critical to achieving food security. Other body of research focuses on improving nutrition through biofortification2425; commercialisation of underutilised crops2627 while social movements such as food sovereignty are viewed as viable alternatives to current food system28.

Though research efforts have been made to understand the food system, food security and health outcomes, there is little focus on understanding consumer behaviour. This study seeks to understand how consumer interactions with socio-economic and environmental factors translate to food choices and consequent health-environmental outcomes.

Relevant conceptual theories, methodological tools, frameworks, approaches, gender and equity considerations

Spotlight on references:

Boatemaa S, Drimie S, Pereira L. Addressing food and nutrition security in South Africa: A review of policy responses since 2002. African Journal of Agricultural and Resource Economics 2018;13(3):264-279.

Willett W., et al. Healthy Diets from Sustainable Food Systems: Food Planet Health. 2019. Accessed from www.thelancet.com/commissions/EAT on 18.05.2020.

Modi AT,  Mabhaudhi T. Developing a research agenda for promoting underutilised, indigenous and traditional crops. Report to the WATER RESEARCH COMMISSION. WRC Report No. KV 362/16. 2016.

The study takes a social constructivist approach which sees knowledges as contextual, embedded in culture and thus socially and culturally constructed2930. In addition, the study adopts the Conceptual framework of food systems for diets and nutrition31, which identifies food supply chains, food environment and consumer behaviour as determinants of food system outcomes.

A mixed method approach will be adopted and will use the photo voice method as the main data collection tool. Photovoice method will allow participants to share their socially and culturally contextual knowledge about consumer behaviour. Participants will primarily include poor urban residents living in various housing conditions and include a sample from a nutritional programme.

Racial, gender and socio-economic inequalities produce various narratives in South Africa’s everyday living. The Black African population group suffer the most inequalities, with Black African women being the worst affected32. Generally, South African society exhibits high rate of unequal gender relations where women are treated unfairly and lack bargaining power, attributable to patriarchy33. For instance, women in the workplace are underpaid compared to men and yet they carry the load of caring for their families, communities34; and, in many cases are solely responsible for the financial needs of the family. Meanwhile, the COVID-19 pandemic has exacerbated gender-based inequalities and violence35363738. It has increased vulnerability and desperation of the poor, women, and children. To a large extent, this was demonstrated by the unprecedented July 2021 widespread looting of shops, warehouses, and trucks394041. Like the events during the 2020 COVID-19 lockdowns, the consequent food and fuel shortages following the July 2021 looting events not only highlight vulnerabilities but also a lack of resilience of the current food system.

In terms of diets, South Africa witnessed a rapid change in consumption behaviour and food choice, post-apartheid (1994 onwards). The diet changes were paralleled by a rapid growth of the big food industry and penetration of supermarkets into previously racially segregated areas42. Observed changes include increased consumption of: Sugar Sweetened Beverages; highly processed and packaged foods; animal-based products; and reduced vegetable consumption43. During the same period, diet-related deaths, and illness such as obesity, overweight and malnutrition increased4445. Decades later, consumers seem to understand the link between healthy diet and health outcomes, but remain reluctant to consume healthy food464748. 

While unhealthy food choices pose a threat to human health, they also threaten environmental sustainability49. High demand for processed foods and animal products, strain human health and the environment through chemicals used in food production50. On the other hand, demand for natural resources for production, processing, and waste impacts on environmental and human wellbeing5152 as exemplified through the climate change phenomenon.

This study will contribute towards understanding the relationship between consumer behaviour and health-environmental outcomes. Of importance are the socio-economic and political contextual factors; how these factors interact to produce observed health-environmental outcomes. The study will focus on poor Black African consumers and their participation in the food system. In addition, the study will highlight gender inequalities in relation to access to sustainable healthy food and participation in the local food system with a view to recommend equitable access to sustainable livelihoods.

Measurement of impact

Spotlight on references:

eThekwini Municipality. Integrated Development Plan, 5-year Plan: 2017/18 to 2021/2022. 2019 http://www.durban.gov.za/City_Government/City_Vision/IDP/Pages/default.aspx

The study will measure impact in terms of influence of research output on future policies and policy programmes. Immediate focus is on the Municipal instruments such as the Integrated Development Plan (IDP), Agro-Ecology and Climate change strategy. The study leverages on existing UKZN-SHEFS (University of KwaZulu-Natal at which the research is based; SHEFS –Sustainable Healthy Food System research project currently underway at the UKZN) relationship with the eThekwini Metropolitan Municipality to influence policy and practice for sustainable healthy food systems with a possibility to upscale. The study identifies the IDP as an entry point. The IDP was established under the Municipal Systems Act 32 of 2000 to set the agenda for local development53. It provides multisectoral development strategies and programmes to promote development and address challenges and national priority issues, for instance:

  • The Agro-Ecology Programme supports all initiatives developed to address food security, hunger, sustainable livelihoods, and environmental sustainability54.
  • Climate Change Strategy falls under the Municipal Climate Protection Programme. It addresses climate change challenges through mitigation and adaptation programmes55. The strategy identifies 10 priority themes including health, food security, biodiversity, waste, and pollution, among other themes.

Influencing such policy instruments provides an opportunity for maximum impact through co-benefits which are already priorities within these policy instruments.

Challenges/barriers and knowledge gaps that impede shifts towards healthier and sustainable food systems

Spotlight on references:

Roberts S, Shackleton C. Temporal Dynamics and Motivations for Urban Community Food Gardens in Medium-Sized Towns of the Eastern Cape, South Africa. Land 2018;7(4):146. doi:10.3390/land7040146

Sedibe, MH, Griffiths PL, Doak CM, Feeley AB, Voorend C, Norris S A. Narratives of urban female adolescents in South Africa: dietary and physical activity practices in an obesogenic environment. S Afr J Clin Nutr 2014;27(3):114-119.

As stated previously, food discourses in South Africa have focused on transforming the food environment to improve household food security; and reduce malnutrition. Government efforts have been directed towards reducing incidence of NCDs5657, improving nutrition58 and food security59. Research such as The Hungry Cities project has focused on food environments and supply chains in urban areas6061. Other research focus has been on developing nutritious food through bio-fortification6263; promoting commercialisation and consumption of under-utilised foods6465; and micro-food production66676869.

Despite efforts made in improving nutrition and food security, research highlights a reluctance to consume healthy food and/or to engage in agriculture food production70. However, Sedibe et al7172 show that locally grown and indigenous food is considered healthy by urban and rural residents. This presents a dualism in food choice and consumption which persists despite efforts made to improve nutrition and food security. Since nutrition and food security interventions have not been successful in changing consumer behaviour, there’s a need for strategies that not only address nutrition and food security needs but also promote healthy food consumption. Global ‘diet change’ efforts have evolved to include behaviour change along existing efforts to improve nutrition and food security. For instance, the Food and Agriculture Organisation identifies behaviour change as crucial to sustain diet changes73. South Africa research such as Siwela et al.74, Boatemaa75 and Govender76 recommend behaviour change and, education and awareness. However, to effectively change consumer behaviour, it is crucial to understand the drivers of consumer behaviour.

This study seeks to understand consumer behaviour by highlighting the drivers of consumer behaviour. The study will assess food access, preferences, availability, and affordability to understand available sources of food, current food choices and gender participation in the food system. By doing so, the study will highlight inequalities in access to affordable nutritious food, its production, sale, and consumption.

The results of the study will provide a basis for identifying levers of change in consumer behaviour. Co-benefits in policy recommendations will be achieved by considering government priorities and the need for sustainable healthy food systems. Thus, co-benefits will be achieved through implementation of sustainable healthy food systems which also address inequalities within the South African contexts.

References

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