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Sustainable wine purchasing in South Africa: A study of intention, behaviour and communication
Thesis (MCom)--Stellenbosch University, 2026.
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| Format: | Thesis |
| Language: | English |
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Stellenbosch : Stellenbosch University
2026
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| _version_ | 1867614038827991040 |
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| access_status_str | Open Access |
| author | Brohm, Isabella Cara |
| author2 | Human-van Eck, D |
| author_browse | Brohm, Isabella Cara Human-van Eck, D |
| author_facet | Human-van Eck, D Brohm, Isabella Cara |
| author_sort | Brohm, Isabella Cara |
| collection | Thesis |
| dc_rights_str_mv | Stellenbosch University |
| description | Thesis (MCom)--Stellenbosch University, 2026. |
| format | Thesis |
| id | oai:scholar.sun.ac.za:10019.1/135644 |
| institution | Stellenbosch University (South Africa) |
| language | English |
| last_indexed | 2026-06-10T12:45:41.741Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from SUNScholar — Stellenbosch University Repository |
| publishDate | 2026 |
| publishDateRange | 2026 |
| publishDateSort | 2026 |
| publisher | Stellenbosch : Stellenbosch University |
| publisherStr | Stellenbosch : Stellenbosch University |
| record_format | dspace |
| source_str | SUNScholar — Stellenbosch University Repository |
| spelling | oai:scholar.sun.ac.za:10019.1/135644 Sustainable wine purchasing in South Africa: A study of intention, behaviour and communication Brohm, Isabella Cara Human-van Eck, D Pentz, C. D. Stellenbosch University. Faculty of Economic and Management Sciences. Dept. of Business Management. Thesis (MCom)--Stellenbosch University, 2026. Brohm, I. C. 2026. Sustainable wine purchasing in South Africa: A study of intention, behaviour and communication. Unpublished masters thesis. Stellenbosch: Stellenbosch University [online]. Available: https://scholar.sun.ac.za/items/c283c584-e6dd-4762-965c-795db99c2b50 The importance of sustainability and adopting sustainable practices has been widely expressed. The consequences of not changing purchasing and consumption patterns could result in accelerated climate degradation and overall negative effects on life on Earth. Recognising the finite nature of resources, buying sustainably has promoted ethical, environmental and social goals. Many consumers have expressed the intention to change their purchasing habits and lead more sustainable lives. However, this intention does not always translate into proportionate changes in behaviour. Understanding the gap between intention and behaviour has gained widespread academic and practical relevance, as this gap creates challenges for both producers and marketers who aim to drive meaningful chance. This study explored this gap within the context of the South African wine industry. The wine industry offered a dynamic lens to explore the probable intention-behaviour gap, as wine is related to land, climate and people. Additionally, the wine product undergoes the challenges of translating sustainable values into actual consumer behaviour within a nuanced and information-rich industry. Wine embodies not only agriculture production, but also cultural heritage and craftsmanship. The complexity of a wine product, beyond the sensory attributes, encompasses place of origin, varietal, production practices, and increasingly sustainability practices. This multifaceted nature of wine can result in difficulty for the consumer in interpreting information, particularly in regard to sustainability, in which attributes are often intangible and inconsistently communication across labels and marketing. Against this background, this study sought to explore the nature and extent of a probable intention-behaviour gap in sustainable wine purchasing in South Africa, and the role of communication in influencing this gap. Using an exploratory approach consisting of two qualitative primary research phases, the first phase of the data collection involved in-depth interviews with South African wine industry stakeholders, to gain an industry perspective and insight into sustainable wine and consumers’ interactions with this wine. The second phase comprised of focus group discussions with South African wine consumers, within the Millennial age cohort, who purchase and drink wine, and have an intention toward sustainability. By including both the industry and consumer perspectives, this study provides unique insight into possible misalignments between the experiences of these two groups and how they experience a probable intention-behaviour gap in sustainable wine purchasing. Through iterative analysis, this study found that an intention-behaviour gap is present within the South African wine industry in terms of sustainable wine purchasing, and that a lack of education, awareness and understanding by consumers contribute to this gap. Through consistent and clear communication across the wine value chain, the consumer can be given opportunities to understand sustainability in wine, its importance and the stories attached to it. Ultimately, the study aimed to understand how communication can make sustainable choices easier for the consumer, and how this can be done through collaboration within the wine industry and retail, government support, and simplified and unified communication. Masters 2026-04-07T07:45:58Z 2026-04-07T07:45:58Z 2026-03 Thesis https://scholar.sun.ac.za/handle/10019.1/135644 en Stellenbosch University 470 pages : ill. application/pdf Stellenbosch : Stellenbosch University |
| spellingShingle | Brohm, Isabella Cara Sustainable wine purchasing in South Africa: A study of intention, behaviour and communication |
| title | Sustainable wine purchasing in South Africa: A study of intention, behaviour and communication |
| title_full | Sustainable wine purchasing in South Africa: A study of intention, behaviour and communication |
| title_fullStr | Sustainable wine purchasing in South Africa: A study of intention, behaviour and communication |
| title_full_unstemmed | Sustainable wine purchasing in South Africa: A study of intention, behaviour and communication |
| title_short | Sustainable wine purchasing in South Africa: A study of intention, behaviour and communication |
| title_sort | sustainable wine purchasing in south africa a study of intention behaviour and communication |
| url | https://scholar.sun.ac.za/handle/10019.1/135644 |
| work_keys_str_mv | AT brohmisabellacara sustainablewinepurchasinginsouthafricaastudyofintentionbehaviourandcommunication |