Sustainable consumption behaviour across an income gradient in Hout Bay, South Africa

Abstract

Household consumption patterns significantly impact environmental sustainability, yet there is limited understanding of how consumption behaviour varies across socio-economic contexts, especially in emerging economies and highly unequal societies such as South Africa. Using data from 302 households across an income gradient, this study examines sustainable consumption behaviour (SCB) and the drivers of SCB in Hout Bay, Western Cape province, South Africa, focusing on food, mobility, and housing practices using the SCB cube model. Using a self-reported approach behaviour linked to the consumption areas of food, mobility and housing on was assessed against a list of common household actions relating to food, mobility and housing (energy consumption). a 5-point Likert response scale (1 = Never, 2 = Rarely, 3 = sometimes, 4 = often, 5 = always). To understand the drivers of SCB, the measures of attitude, environmental concern, environmental knowledge, environmental risk perception, social norms and governance were examined. Findings reveal moderate engagement in SCB by households, with marked differences between income groups. Concerning food consumption, high-income households showed high SCB, often using fresh ingredients and leftovers, while low-income groups engaged less in organic food and energy-saving cooking. Regarding mobility, high-income households were largely unsustainable, preferring to use private vehicles over public transport, while low-income households relied on walking and public transport, possibly due to limited options. Concerning housing, practices such as air-drying clothes were common across income levels, though renewable energy use was low, with higher-income households having more access. The study findings suggest income shapes variance in behaviour, particularly in mobility and food, and underscores the need for targeted interventions to promote sustainable behaviour across all income groups. Regarding the drivers of SCB, the findings show that attitudes, environmental concern, knowledge and social norms were the key drivers of sustainable behaviour in the consumption areas of food and housing, environmental risk perception had a limited effect, and there was a negative association with governance. Income had a positive relationship with attitudes, environmental concern, and environmental knowledge. These findings show the importance of tailored policies to enhance sustainable consumption practices. This study contributes to a comprehensive understanding of SCB drivers, providing a foundation for strategies that support sustainable lifestyle transitions.