Interdisciplinary Journal of Management Sciences

Consumption of sustainable renewable energy by Generation Z from a utilitarian perspective

Tatenda Tawandaa Chabata — 2025-07-09

Sustainable energy products are pivotal for the well-being of consumers, especially in emerging economies like South Africa. The country has experienced unprecedented load-shedding due to insufficient electricity supply from the national grid. As a result, consumers have resorted to alternative, sustainable, renewable energy sources, particularly solar energy. However, the factors influencing the adoption of solar energy products, especially among young consumers, remain under-researched, with limited empirical studies exploring their motivations for solar energy usage. This study investigated the influence of utilitarian value on Gen Z consumers’ household solar energy usage. Using a conceptual model that integrated the Experiential Value Theory (EV) and the Theory of Planned Behaviour (TPB), the study examined the role of customer return on investment and service excellence in shaping green attitudes towards solar product use. The model was tested using survey data from 521 young consumers aged 21 to 27. Partial least squares structural equation modelling (PLS-SEM) was employed to test the proposed hypotheses using SmartPLS Version 4. The findings confirm that the variables under study have significant direct and mediated effects. It was revealed that customer return on investment and service excellence both predict green attitudes, which, along with subjective norms and perceived behavioural control, influence intention. Conversely, the moderation results indicate that gender does not moderate the proposed relationships. The study recommends that campaigns aimed at increasing Gen Z’s usage of solar products should emphasise experiential value, particularly service excellence and customer return on investment benefits, to develop positive green attitudes.

Exploring neuromarketing strategies towards boosting consumer engagement with rural agricultural products: A systematic review

Olaitan Ayotunde Shemfe — 2025-07-05

Rural agricultural products play a crucial role in local economies and cultural heritage; however, they encounter significant market challenges, such as limited consumer trust, weak branding, and inadequate marketing resources. Neuromarketing, which involves the application of neuroscience tools such as eye-tracking, electroencephalogram (EEG), functional magnetic resonance imaging (fMRI), and functional near-infrared spectroscopy (fNIRS), provides a novel approach to understanding consumers' unconscious responses to marketing stimuli. This systematic review synthesises the literature on neuromarketing strategies designed to enhance consumer engagement with rural agricultural products. Multiple searches were conducted across various academic databases (e.g., Google Scholar, ScienceDirect, PubMed, PsycINFO, JSTOR, AGRIS) using targeted keywords (e.g., "consumer neuroscience," "rural agricultural products," "sensory marketing"), focusing on peer-reviewed English studies published from 2018 onwards. From an initial pool of 236 articles, screening and eligibility checks yielded 14 highly relevant studies. Key themes that emerged include the influence of emotional and cognitive stimuli, packaging design, narrative storytelling, labelling, pricing, and ethical cues on consumer behaviour. For instance, appealing emotional narratives and authentic cultural storytelling consistently enhance recall and brand loyalty. Clear, trust-building labels (e.g., "organic," "antibiotic-free") engage decision-making regions of the brain, serving as cognitive shortcuts that strengthen perceived value. Additionally, visual design elements such as prominent eco-labels and origin indicators capture attention and convey quality. Despite their value, existing studies face key limitations such as small, non-representative samples and artificial settings. However, applying neuroscience insights can help rural producers enhance packaging, branding, and storytelling to build consumer trust and promote sustainable economic growth.

Challenges of 4IR implementation in post offices in developing countries: A case study of South Africa

Peter Babajide Oloba — 2025-03-01

The Fourth Industrial Revolution (4IR) presents an unprecedented opportunity for post offices in developing countries to modernise and enhance their services, addressing the evolving demands of a digital economy. However, implementing 4IR technologies in this sector is fraught with challenges, including inadequate infrastructure, corruption, inclusion bias, disparities in employee skillsets, and financial constraints. This study investigates these challenges, focusing on the South African context, to provide actionable insights and recommendations for effective 4IR adoption. The research adopts a qualitative design, utilising semi-structured interviews with 25 purposively selected participants across five socioeconomic classes in South Africa. This approach ensured the inclusion of diverse perspectives on the risks and barriers associated with 4IR implementation. Data were analysed using thematic analysis to identify key challenges and potential strategies to address them. The findings reveal significant hurdles, including corruption in financial management, insufficient infrastructure to support digital technologies, exclusion of underserved populations, skillset gaps among employees, and limited financial resources. These challenges highlight systemic and structural barriers that hinder the post office's ability to transition into a fully digitalised environment. To address these issues, the study recommends measures such as establishing stringent financial oversight mechanisms, investing in infrastructure upgrades, bridging skillset gaps through training and mentorship programmes, adopting inclusive service models, and fostering equity through community engagement. A strategic and collaborative approach to 4IR implementation can help post offices in developing countries overcome challenges, modernise operations, enhance service delivery, and drive digital transformation and national development.

Tourism collaborative governance: The views of tourism small and medium-sized enterprises in rural areas

Takalani Ramukumba — 2025-03-01

It is recognised that collaborative governance offers better solutions to problems than those fashioned exclusively by government agencies. Collaborative governance involves several relevant parties, particularly in the travel and tourism sector. The integrative processes of collaborative governance in the tourism industry provide a direct face-to-face alternative, leading to thorough and comprehensive strategic planning. Recent tourism governance research has explored the role of multiple actors in governing destinations but has not comprehensively investigated the role that tourism small and medium-sized enterprises play as important stakeholders at rural tourism destinations. Since tourism small and medium-sized enterprises are critical players in tourism collaborative governance, there is a need for an evaluation of the role they play in this context. This study explores the opinions of tourism small and medium-sized enterprises regarding collaborative governance at rural tourism destinations. The study adopted a qualitative research approach and employed a purposive sampling method, a non-probability sampling technique to select participants. Data were collected through semi-structured interviews. The results of the investigation indicate that tourism small and medium-sized enterprises recognise the need for their participation in tourism collaborative governance, the necessity of knowledgeable conveners, the importance of equal voices during stakeholder meetings, and mutual trust among stakeholders as essential components of effective collaborative governance. The study recommends active and equitable community participation, building mutual trust among stakeholders, and promoting effective collaboration between all parties involved in tourism collaborative governance.

Through the eyes of students and staff: The psychosocial drivers of violence in selected South African universities

Bonginkosi Hardy Mutongoza — 2025-03-02

Globally, universities have traditionally been viewed as sanctuaries of peace, devoid of violence. However, the increase in campus-related violence in South Africa has dispelled this assumption. Recently, there has been a rise in the incidence of murders, violent protests, and self-directed violence at several universities in South Africa, raising alarm among stakeholders in university education. Against this background and underpinned by Sameroff’s Transactional Model of Development, this study set out to explore the psychosocial drivers of violence at three South African universities from the perspectives of students and staff. To achieve this, the study employed a qualitative approach and a multiple case-study design, selecting participants through convenience sampling. Data were collected using semi-structured online interviews with students and lecturers at the three universities. The findings revealed a range of factors, including substance abuse, mental health issues, upbringing and background, and peer influences, as the principal psychosocial factors driving violence at the universities. The study, therefore, concluded that although violence is a complexly interwoven phenomenon, if universities are to reclaim their reputations as peaceful societies, there is an urgent need for all stakeholders in higher education to collaborate and address violence from diverse perspectives.

Deciphering microaggressions: Advancing a theoretical framework for scholarly inquiry

Sean McCallaghan — 2025-05-17

Microaggressions (MA) are said to be a subtle everyday form of discrimination where, in some cases, the perpetrators are not even aware that they are acting in a discriminatory manner. There seems to be interest from scholars regarding MA, with several authors attempting to understand the underlying theory that explains MA behaviour. The main objective of this study was to critically review and systematically organise the literature that sought to explain the theoretical underpinning of MA. This was necessary for structuring future studies so that they would contribute to the existing body of knowledge. A comprehensive systematic literature review was utilised to screen, select, and organise the literature written on the theories behind MA from 2014 to 2024. The aim was to identify and rank the theories regarding MA. The findings indicated that most articles referred to critical race theory, followed by social identity theory and social domain theory when explaining the existence of MAs. Most theories focused on explaining racial MAs. Based on the findings of this research, the most valuable contribution to the body of knowledge could be made by adding to critical race theory. However, as explaining MA was not solely race-related, a collective view that includes social identity theory and social domain theory could provide a theoretical framework for future empirical research.