Exploring the role of identity configuration in motivating a community's behaviour in a shift toward eco-friendly products

Abstract

In this study identity configuration is understood through the lens of social identity theory. Social identity is established through socially ascribed categories, formal roles, organisational role, personal social identities as well as cultural stereotypes. Understanding identity configuration within a community contributes to understanding the way in which individuals' self-definitions contribute to the behaviours. Throughout this study I explore the various factors that contribute to identity configuration and how these affect the purchase of eco-friendly products. Literature has shown that social media, education and marketing platforms aid values that are associated with eco-friendly product choice. In this study I have selected participants who were involved in the Demand Renewable Oil Programme (DROP), which is a project that was developed as a collaborative imitative between the African Unit for Transdisciplinary Health Research (AUTHeR) and Alensys (a German based company specialising in alternative energy systems). The DROP, participants learned about disposing of used oil as well as the by-products that are made from the recycled oil. Even though the DROP participants were aware of the DROP, there was still some reluctance in participation. This lack of participation stemmed the exploration of the manner in which identity configuration attributes to eco-friendly product choice. Data was collected through semi-structured focus groups with participants between aged between their early 20's and mid-50's. The participants were black women from a rural community in Castello and townships in Tlokwe Municipality in the North West Province. Township communities are known to have a strong sense communal identity which is strongly associated with the philosophy of ubuntu. Findings from the study are aligned with the tradition of ubuntu. The audio data from the focus group was transcribed verbatim, then coded using thematic analysis. The themes that emerged informed the findings that reveal the various ways in which social identity features into eco-friendly product choice. These include social interactions, collaborative participation in community settings, prioritising and planning and being informed of about eco-friendly practices to modify behaviour. The findings from this research contribute to a body of knowledge of decision making, identity configuration and eco-friendly product choice among black women in townships in South African setting. This study also inspires future research within other township settings in South Africa when eco-friendly products have been introduced.