Examining the self-efficacy development of marginalized Rooibos farmers to influence key decision makers through advocacy strategies

Abstract

This study examines the self-efficacy development of marginalized, indigenous Khoisan rooibos farmers in South Africa, emphasising how they can influence key decision-makers through advocacy strategies. These Khoisan rooibos farmers face systemic challenges rooted in historical land dispossession, limited access to markets, and the under-recognition of their traditional knowledge, which hinders their ability to advocate for equitable access to resources, fair compensation, and participation in policy-making processes that shape the rooibos industry. Guided by Bandura's Social Cognitive Theory and the concept of self-efficacy, this research explores how Khoisan rooibos farmers perceive their capacity to organize, advocate, and initiate changes in industry and institutional practices. The study critically examines the intersection of self-efficacy with indigenous knowledge systems, biocultural rights, and benefit-sharing frameworks, particularly within the context of international agreements such as the Nagoya Protocol. The research employed a qualitative methodology, using semi-structured interviews, focus groups, and participatory workshops with Khoisan farmers, community leaders, and industry stakeholders. The findings reveal that self-efficacy among these farmers is shaped by multiple factors, including historical injustices, access to education and training, and opportunities for collective action. Successful case studies, such as the Rooibos Access and Benefit-Sharing Agreement, illustrate how farmers have mobilized to assert their rights within a highly monopolised industry even though much still need to be done. Key strategies identified for enhancing self-efficacy include capacity-building programs, the creation of farmer cooperatives, and the integration of traditional knowledge into decision-making processes. The role of supportive allies such as non-governmental organizations (NGOs), academic institutions, and government assistance in amplifying the voices of marginalized Khoisan rooibos farmers is also highlighted. This study contributes to broader discussions on social and restorative justice, land reform, and sustainable agriculture, offering practical recommendations for policymakers, industry players, and advocacy groups to address historical inequities and empower marginalized Khoisan rooibos communities. It emphasizes the transformative potential of empowered indigenous communities to influence industry standards, secure fair compensation, and advocate for inclusive development. The research underscores the importance of self-efficacy as a cornerstone of advocacy, enabling marginalized farmers to influence policies and industry practices that reflect their needs, values, and aspirations. Ultimately, it calls for a participatory, rights-based approach that ensures marginalized Khoisan rooibos farmers are not only stakeholders but also decision-makers in shaping the future of the rooibos industry. By fostering self-efficacy, this work contributes to the broader goal of achieving restorative agricultural justice, which aligns with Africa's Sustainable Development Goals, promoting sustainable and inclusive agricultural practices.