Factors affecting the organic products market in Durban, KwaZulu-Natal: A diffusion of innovation perspective.

Abstract

Organic products, cultivated using agricultural practices that avoid synthetic fertilisers and pesticides, offer a sustainable alternative to conventional farming methods. However, in South Africa, adoption remains limited, hindered by consumer perceptions of organic food as unfamiliar and niche. This study explores the determinants of organic food adoption, integrating traditional consumer behaviour factors with innovation-oriented constructs from Diffusion of Innovation (DOI) theory and Consumer Innovativeness (CI). Employing a two-stage methodology, the study first conducted a systematic literature review to identify traditional and innovation-related drivers, followed by a quantitative analysis of survey data from 500 participants using Structural Equation Modelling (SEM). Results reveal that while traditional factors such as health consciousness and trust are significant, DOI constructs, including compatibility and relative advantage, also substantially influence adoption. These findings advance theoretical frameworks on consumer behaviour and offer actionable recommendations for marketers and policymakers to promote sustainable consumption practices in emerging markets.