Abstract:
Multiple corporate reports in South Africa’s food industry state that more brands need to create an awareness in shared sustainable ethical values. Supermarket brands use incentivised gifts as a means of attracting more consumers. This study aims to determine how incentivized gifts for children promotes sustainable ethical brand practice, sustainable education and customer loyalty.
To gather the necessary data, an online survey was distributed to a specific sample size consisting of consumers that shop at Supermarket A and B. Responses were analysed using conversation analysis and coding. The results showed that consumers would engage more in incentivised gifts if it holds sustainable value or educates the public into practices which help alleviate pollution.
The results suggested that overall the respondents felt that these large supermarket brands should create awareness and be more involved in helping to diminish the pollution and waste crisis the country is facing
