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This paper aims to examine how health consciousness, perceived nutrition of cereals, hedonic eating values and utilitarian eating values would influence consumers’ attitudes towards cereal consumption, willingness to pay for cereals, actual consumption of cereal products, cereal product consumption satisfaction and continuance of cereal consumption.

The research embraced a quantitative approach. The examination was completed in the Eastern Cape province of South Africa (SA). A structured questionnaire was used to collect data from 380 Generation Z consumers of cereal products. Structural equation modelling analysis was used using the smart partial least squares software to test the hypothesized model.

The results uncovered that the study variables were significantly associated, and surprisingly, the relationship between hedonic eating values and attitudes towards cereal consumption was found to be insignificant. It was also found that attitudes toward cereal consumption positively and significantly mediated the relationship between health consciousness and willingness to pay for cereals, perceived cereal nutrition and willingness to pay for cereals, hedonic eating values and willingness to pay for cereals and utilitarian eating values and willingness to pay for cereals.

This research adds new, fresh knowledge to the established body of knowledge on cereal consumption behaviour. This area has had little research attention in developing African countries like SA.

The transformation of the agricultural landscape is deemed as an essential nation-building priority in post-democratic South Africa. Part of the activity of transformation is affording disenfranchised groups opportunity to participate in careers where they were excluded. The purpose of the study is to investigate the motivational factors that influenced emerging Black farmers as entrepreneurs to choose agriculture as a career path in post-democratic South Africa.

This study adopted a qualitative study using a semi-structured interview technique. The sample comprised of 29 emerging Black entrepreneurs working within the agriculture context in the Eastern Cape Province of South Africa.

Upon analysis, the individual stories of Black emerging farmers as entrepreneurs showed the role of personal influences; the community; the quest for financial influence through economic sustenance; and socio-economic influences as playing a part in informing career entrance into agriculture amongst the Black emerging farmers.

A limitation, familiar with qualitative research, concerns the use of a small sample size. However, a strength of the study is the in-depth focus, especially through interviews lasting a minimum of 1 h.

This study answers the call for a contemporary understanding of career processes in professions such as agriculture that have not received attention. This can be a practical basis to encourage more recent entrants into occupations and entrepreneurial pursuits that have been restricted. This study thus offers a practical basis for career counselling interventions in the agricultural space. This includes farmer training and development opportunities and provision of financial support to Black farmers.

The findings offer insight into the role of a range of socially embedded factors and how they influence occupational aspirations and individuals fulfilling their entrepreneurial pursuits.

This study ignites focus into an under-researched area, especially on the African continent.

This paper aims to determine factors affecting adaptation to climate variability on crop production among farming households in Tyhume Valley.

This study conducted an empirical analysis of the impact of adaptation on crop yield of farming households and estimated the factors affecting adaptation to climate variability on farming households. The analysis used primary data from 205 farming households practicing crop production in Tyhume Valley communities.

Based on binary logit results, factors affecting rural farming households’ adaptation to climate variability are gender, age, heatwave, employment status, strong high wind occasional experience and cell phone. The adaptation measures adopted by the farming households in the study area include irrigation (94.8%), crop rotation (66%), changing crop variety (7.4%) and other methods of adaptation were found to be (1.3%). The other methods of adaptation used included the use of ash to kill (intuku) mole and using dirty water from washing dishes and clothes when irrigating to kill parasites on crops.

This research paper will be an addition to the body of knowledge on adaptation strategies to climate variability in South Africa, especially at the rural farming household level. This study may assist the rural communities in decision-making when dealing with the challenges of climate variability on their crop production, thereby increasing their crop production. The information gathered in this study might assist policymakers in revising the existing policies. This study will also help rural farming households to practice appropriate adaptation strategies.

This paper aims to explore the role of university in promoting, generating and sustaining social innovation (SI). It aimed to understand how higher education institutions have extended their contribution beyond the traditional function of teaching and research to perform in socio-economic problem-solving. It looks at the kinds of contributions which universities potentially make to SI processes, and the effects that this has on the direction and magnitude of SI, and by implication social development. This was done by drawing lessons from a SI project that the University of the Western Cape has been involved in, i.e. Zenzeleni Networks Project.

To address the research question with this framework, the author adopted an exploratory research design using a case study. This research is qualitative, exploratory and descriptive, based on a case study built with secondary data.

This paper submits that universities can potentially function as key role players in promoting SI initiatives and fostering social transformations. Universities contribute with different kinds of resources and inputs to foster new SI ideas.

The paper suggests that socially innovative university projects may contribute to community social sustainability maintaining social cohesion by increasing social capital and providing resources for the empowerment of the marginalised communities. In so doing, they contribute to overcome social exclusion and promote more sustainable forms of development at community level. More research is needed on how universities can build community networks with local community partners, who can use the insights of academic research to replicate interventions and move to scale.

This paper aims to present an opportunity to explore the opportunities and challenges involved in running a business with a strongly ingrained social vision in the complex, multi-dimensional environment of an emerging economy. Key learning areas are as follows: How the concept of inclusive innovation applies to the real-world difficulties faced by businesses operating in informal economies. By exploring the tensions between growth and inclusivity in Silulo’s development, students will grasp the challenges entrepreneurs face as a business starts to gain momentum and change, and gain appreciation for the trade-offs that occur when choosing between franchising and organic growth. The challenges of a rapidly evolving technological environment, the need to adapt service offerings at pace, and the importance of balancing financial considerations with deeper social values will find application far beyond the informal economy context of the Silulo story.

This teaching case looks at Silulo Ulutho Technologies via CEO Luvuyo Rani and the challenges he faces in balancing expansion and profitability with its mission of empowering disenfranchised communities – challenges exacerbated by a changing telecommunications environment, with more widespread internet availability, mobile phones and online training courses encroaching on Silulo’s traditional service offering.

This case focusses primarily on the processes of inclusive innovation and is suitable for graduate courses in social entrepreneurship, business model innovation, sustainability, business and society, strategic management, emerging markets, business in Africa and organisational studies in general. The case is suitable for Masters of Business Administration (MBA) and Executive MBA academic programmes and delegates on Executive Education programmes.

Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

CSS 3: Entrepreneurship

There is neither doubt nor debate that career decision-making is essential and has long-term effects on the lives of individuals, families and communities. Despite the utmost significance of career decision-making, it is well acknowledged in the literature that it remains difficult for young people in many countries worldwide to make informed and meaningful career decisions. Concerning this difficulty, this chapter presents findings from a small-scale doctoral research project investigating what influences students’ career decision-making at one public technical and vocational education and training (TVET) college in the Eastern Cape Province of South Africa. The doctoral study on which this paper reports was framed within an interpretive framework and used focus groups and individual interviews to generate data. Following the original research project, we frame this chapter within the sociological perspective, thereby focusing on the notions of careership (Hodkinson & Sparkes, 1997) and navigational capacity (Appadurai, 2004). Also, the sociological perspective reveals the tension and relation between structure and agency. Several factors influence young people’s career decision-making, for example, socio-economic status and capacity to aspire, life turning points, and horizons of action and possibility. The findings show that the participants operate from a position of disadvantage and lack; hence, career decision-making is more of a mission than a natural step in education and training. The chapter concludes that educational institutions should expand the horizon for action and improve the navigational maps of young people as they move through education and career paths.

The purpose of this paper is to explore the challenges of transforming South Africa’s health sector through the country’s eHealth Strategy and particularly one of its key components, the implementation of an integrated Electronic Document and Records Management System (EDRMS).

The study conducted an extensive review of literature and used it as a basis to analyse the challenges as well as opportunities in South Africa’s transformation path within its health sector based on the nation’s eHealth Strategy.

South Africa’s health sector faces three main transformation challenges: inequity, legacy of fragmentation and a service delivery structure biased towards curative rather than preventive services. Health information systems provide a solid platform for improving efficiency but, within South Africa, these systems have been highly heterogeneous. A recent study showed the country had more than 40 individual health information systems scattered in all provinces, with over 50 per cent not adhering to any national or international standards and more than 25 per cent being stand-alone applications that shared information neither locally nor externally. The eHealth Strategy offers a robust platform to start addressing the legacy of fragmentation and lack of interoperability. However, it also raises a few other concerns, including the use of different terminology such as Electronic Medical Record (EMR) interchangeable with Electronic Health Record (EHR), or EDRMS parallel with Electronic Content Management (ECM). In addition, there is the opportunity to explore the use of the maturity model concept in the EDRMS implementation experiences within South Africa.

This paper demonstrated the complex nature of the legacy of fragmentation in South Africa’s health information systems and explored three aspects relating to terminology as well as maturity models that should be considered in the country’s future eHealth Strategy.

This study aims to investigate how social entrepreneurial role models influence social entrepreneurial self-efficacy, social entrepreneurial intent and social entrepreneurial action, with moral obligation as a moderator.

A cross-sectional survey of 261 pupils in the South African province of the Eastern Cape was used in the research study. Structural equation modeling was used to test hypotheses.

The research revealed that having social entrepreneurial role models has a positive impact on both social entrepreneurial self-efficacy and social entrepreneurial intent. In addition, a connection was found between social entrepreneurial intent and entrepreneurial action. The influence of moral obligation was found to be a positive and a significant moderator. Moreover, the association between social entrepreneurial role models and social entrepreneurial intent was mediated by social entrepreneurial self-efficacy.

The findings are not generalizable to nonstudent samples because students constituted the sample for gathering data. Future study therefore requires considering nonstudents to generalize the outcomes. This research should be replicated in other South African provinces and other developing countries for comparative outcomes.

Since social entrepreneurial role models have been practically linked to social entrepreneurship intent and entrepreneurial efficacy, understanding the factors that influence student’s decision to start a social enterprise is critical in South Africa to develop targeted interventions aimed at encouraging young people to start new businesses. Policymakers, society and entrepreneurial education will all benefit from the findings.

This study contributes to bridging the knowledge gap as it investigates how social entrepreneurial role models influence social entrepreneurial self-efficacy, social entrepreneurial intent and social entrepreneurial action, with moral obligation as a moderator. Encouraging social entrepreneurship among South African youth would also help address societal issues. This is a pioneering study in the context of an emerging economy such as South Africa, where social entrepreneurship is so integral.

This study aims to examine the impact of habitual Facebook use (HFU) on life satisfaction and psychological well-being. In addition, the study examined the impact of life satisfaction on psychological well-being. Moreover, the study investigates the impact of social safeness in moderating the relationship between HFU and life satisfaction.

The study employed a quantitative survey design, using a sample of 261 Generation Y students based in Mthatha, in the Eastern Cape Province of South Africa. Scales for data collection were operationalized from prior studies. The collected data were analyzed using structural equation modeling.

The study’s results disclosed that HFU positively and significantly impacts life satisfaction and psychological well-being. In addition, life satisfaction positively and significantly impacted psychological well-being. Moreover, the results showed that social safeness had a positive and significant moderating effect on the nexus between HFU and life satisfaction.

This study contributes to understanding HFU as a precursor to life satisfaction and psychological well-being among Generation Y students. Also, evaluating the moderating effect of social safeness contributes to a more thorough understanding of the link between HFU and life satisfaction. Furthermore, this research aims to add to the body of knowledge in Africa’s communication psychology and social media literature, a field that has received little academic attention in developing countries.

This study aims to investigates the contribution of the informal sector towards secure livelihoods. Using a case study design, the study focusses on Mandela park, situated in Khayelitsha Township, Cape Town, in the Western Cape province of South Africa. Khayelitsha is predominantly an old township established by the apartheid government using unjust segregation laws to foster spatial planning that isolated people of colour in areas with insufficient infrastructure and informal economic activities. Therefore, informal trading became a survival strategy in Khayelitsha, attracting an increasing number of informal traders in public spaces within the township in pursuit of livelihoods. Informal activities are generally conducted to generate income and secure sustainable livelihoods.

This study uses a qualitative research design, incorporating structured interviews instrumental in data collection and in-depth thematic analysis.

The study findings reveal that the informal sector positively contributes to the sustainable livelihoods of those involved in the informal sector and the relatives of those through income generation, family support, wealth creation, source of employment, business incubation and innovation and creativity.

The study concludes that given the increasing unemployment rate in South Africa, caused by the stagnant economic growth rate, policymakers should rethink their policies on the informal economy, acknowledge the sector's relevance and support the sector.