Examining Food Purchasing Behavior of Rural Households in South Africa Post-COVID-19 Lockdown Restrictions

Résumé fourni par la source

This study examines food purchasing behavior among rural households in South Africa post-lockdown restrictions and the socio-demographic factors influencing these behaviors. Primary data were collected from 327 households in Mokgolobotho village through face-to-face interviews, using simple random sampling. A Likert scale, Chi-square analysis, and an Ordered Probit model were employed for the analysis. The findings indicate that most households purchased food more frequently post-lockdown, with fresh produce, dairy, snacks, fast food, prepared food, and alcoholic beverages purchased more often. Household size, employment sector, brand loyalty, and market preference reduced the likelihood of monthly purchases while increasing the probability of frequent shopping. Conversely, gender, education level, employment status, SRD grant, savings behavior, advertisement, and market distance increased the likelihood of monthly purchases while reducing frequent shopping. These findings highlight the need for retailers to ensure affordability, accessibility, and consumer trust, while policies improving financial security, employment stability, market access, and consumer education can enhance food access and promote sustainable purchasing behavior.

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