Ethical Consumerism in South Africa: Sustainability, Local vs Global Shopping, and Brand Trust
Consumer choices are no longer just about price and quality; they have become statements of personal values and ethical priorities. Ethical consumerism is more than a trend; it is an evolving movement that challenges businesses to align with sustainability, social responsibility, and transparency. This shift comes with a unique set of dilemmas for South African consumers. Is local always better? Are global brands as committed to ethical practices as they claim? And, perhaps most importantly, how can consumers separate authentic sustainability efforts from mere marketing rhetoric?
The Local vs Global Trade-Off
Supporting local businesses has clear benefits; it strengthens the economy, sustains jobs, and reduces the carbon footprint associated with imports. Brands like Woolworths and Pick ‘n Pay have built strong reputations by promoting locally sourced and ethically produced goods. Digital platforms like Checkers Sixty60 and Pick ‘n Pay ASAP have further facilitated ethical consumerism by improving access to local and sustainable products.
However, this conversation is not as simple as “local good, global bad”. Global brands often benefit from economies of scale, allowing them to implement advanced sustainability measures at a level that local businesses cannot always match. The rise in access to international e-commerce platforms like Shein and Temu has shifted perceptions of local e-commerce platforms. While supporting local is lekker, the current economic climate encourages consumers to seek savings. The 2024 Bateleur Vantage Point Survey reveals that while 42% of South Africans shop online at least once a month, shopping frequency varies by employment status:
- 69% of full-time employees shop online regularly (once a month or more).
- 58% of self-employed individuals shop online regularly.
- 43% of retirees show a stronger preference for in-store shopping, possibly due to accessibility concerns or scepticism toward online purchases.
- 54% of unemployed individuals (seeking work) show a preference for in-store shopping.
- 35% of school students shop online regularly.
When it comes to trusted online shopping platforms used regularly, Takealot stands out as the most relied-upon, with 57% of the total sample using it frequently. This strong local presence reflects consumer confidence in well-established South African brands. Grocery delivery services also benefit from this trust, with Checkers Sixty60 used regularly by 32% and Pick ‘n Pay ASAP by 15%. In contrast, international platforms show lower but growing levels of regular use, with 14% using Shein, 9% using Temu, and 8% using Amazon, indicating cautious but increasing engagement as trust builds over time. Usage of online platforms shows distinct patterns across demographics:
The Influence of Brand Trust on E-commerce Platform Preference and Usage
- By Age: Trust in online platforms appears to vary across generations. Younger consumers are more open to exploring newer international platforms, though often on a more occasional basis suggesting a growing but cautious trust. For instance, Shein is used occasionally (once every three months) by 26% of Gen Z and 19% of Millennials, compared to just 9% of Gen X and 4% of Boomers. A similar pattern is seen with Temu, used occasionally by 18% of Gen Z and 14% of Millennials, versus 6% of Gen X and 4% of Boomers. In contrast, older generations tend to show higher regular use of more established local platforms, such as Takealot, which is used regularly by 47% of Boomers compared to 66% of Gen Z highlighting that while younger consumers are adventurous, older consumers place their trust in tried-and-tested brands
- By Income: Brand trust and platform usage often correlate with disposable income, particularly when it comes to access to international shopping options. Regular use of platforms like Takealot increases with income, rising from 51% among those earning less than R5,000 per month to 65% among those in the R50,000–R59,999 bracket. A similar trend is observed with international platforms: Shein sees regular use from 10% of the lowest income group, increasing slightly to 13% for those earning R50,000–R59,999. Amazon shows a more pronounced income gap, with only 3% of the lowest income bracket using it regularly, compared to 14% in the higher income group. This pattern suggests that higher-income consumers may have greater trust in or at least more access to a broader range of platforms, including those that raise ethical concerns, both locally and abroad.
Regarding sentiment towards purchasing goods from online international businesses like Shein, Temu, and Amazon, 26% of South African consumers have a “Very positive” or “Somewhat positive” sentiment overall. However, this sentiment varies by age and income. Consumers agree with various perceived pros and cons of purchasing from these international platforms:
- Top concerns overall include potential customs duties/taxes (54% agree), challenges with returns/exchanges (51% agree), and uncertainty about ethical working conditions (47% agree).
- Key perceived benefits overall are the broader range of products (51% agree), lower prices (47% agree), and convenience of 24/7 shopping (45% agree).
The ethical consumerism debate, then, is not just about ideology; it is about balancing principle with practicality. Price sensitivity, convenience, and product availability remain dominant forces in purchasing decisions. For ethical brands to succeed, they must move beyond rhetoric and create compelling, value-driven alternatives that do not rely solely on moral persuasion. Confidence in the country of manufacture varies, directly addressing the “local good, global bad” trade-off. Overall, “South Africa” is the country consumers feel most confident purchasing products from, with 61% expressing confidence. This is significantly higher than the United States (34%), the United Kingdom (33%), or China (31%).
Greenwashing: The Illusion of Sustainability
Sustainability has become a key differentiator in the marketplace, but not all claims hold up under scrutiny. Greenwashing, where brands exaggerate or misrepresent their environmental efforts, has become widespread, making it increasingly difficult for consumers to discern authentic sustainability from mere marketing.
Common greenwashing tactics include vague and misleading labels, selective
transparency, superficial sustainability initiatives like planting trees without addressing labour practices, and the misuse of certifications.
South African consumers are becoming increasingly sceptical. Our research unpacked that 34% of respondents believe brands exaggerate their sustainability efforts, while 27% struggle to verify whether a company is truly ethical. The lack of enforcement under the Consumer Protection Act (CPA) allows misleading advertising to persist, eroding consumer trust.
Financial Pressures and Their Influence on South African Consumers’ Ethical Shopping Considerations
Affordability often trumps ethical considerations, which is underlined by the financial situation of many consumers. Overall, 43% of consumers feel “Much worse off” or “A little worse off” financially compared to a few years ago.
Views on the future of the South African economy vary. For instance, looking at those who believe the economy will experience a dramatic or small decline: 22% of Gen Z agree, 19% of Millennials agree, 15% of Gen X agree, and 5% of Boomers agree. Higher income groups tend to be more optimistic about economic improvement.
These disparities highlight an important reality: ethical consumerism is a privilege for some and a luxury for others. Lower-income consumers (under R10,000/month) are less likely to prioritise ethical shopping, whereas those earning over R25,000/month are more inclined to factor sustainability into their choices. Consumers earning R50,000+ are significantly more likely to prefer locally made products and scrutinise sustainability claims. Ethical brands must bridge this gap by making sustainability accessible, not just a niche choice for those who can afford it.
The Future of Ethical Consumerism in South Africa
Ethical consumerism is not just about making better purchasing decisions; it is about reshaping market forces to reflect evolving consumer values. As awareness grows, brands will need to respond with greater transparency, improved affordability, and measurable impact.
South African businesses have a unique opportunity to lead this shift by:
- Investing in local supply chains – Strengthening domestic production reduces reliance on imports while creating jobs.
- Offering verifiable transparency – Ethical brands should provide clear, third-party verified sustainability reports.
- Balancing ethics with affordability – Price remains a primary driver for most consumers, meaning sustainable alternatives must be competitively priced.
For consumers, the challenge is to remain intentional in their spending habits. While perfect ethical choices may not always be feasible, small, incremental shifts, such as supporting local businesses when possible, verifying sustainability claims, and holding brands accountable, can collectively drive meaningful change. Ultimately, ethical consumerism is not just about what we buy; it is about the kind of economy we want to build. A market shaped by transparency, responsibility, and genuine commitment to sustainability is not just good business; it is the foundation for long-term trust and economic resilience. Thank you for taking the time to explore these facets of ethical consumerism in South Africa with us. This research is just the beginning of a deeper conversation about consumer values, brand responsibility, and the economy we are building together. We hope these insights spark further thought and discussion within your own professional sphere and beyond. We invite you to connect with us, share your perspectives, and continue this important dialogue. Your engagement helps illuminate the path forward. Download our white paper to read more about our views on Ethical Consumerism in South Africa. https://bit.ly/43bdhNf