THE SOCIAL INTENTIONS OF THE CUSTODIANS OF COMMODITY: An exploration of consumer perception and behaviour change as a result of Zone Fitness’ strategic communications – a qualitative research study in the context of Social Value Orientation.

Abstract

In a world with shrinking pools of natural resource because of their limitations of use, we have developed models of political economies to distribute commodities by mechanisms of resource allocation. Neoliberal economic theory has been a cornerstone of reason for such allocation processes and as such individuals who are part of the upper tiers of economic class hold the power of allocation. Due to free-market forces, the private sector plays an integral part by being the means of extraction, production, and allocation of resources. In South Africa, economic inequality is rife and so it is critical for the sake of more equitable distributions and allocations of resources that the researcher uncover those influencing factors from the private sector that would influence the social preferences of those in the upper echelons of society. This was done by using a construct borrowed from social psychology called Social Value Orientation as intersected by Corporate Social Responsibility communications during Cape Town’s 2017/2018 water shortage crisis. The results culminated as a clear influence on social preferences of resource allocation by the strategic communications of Zone Fitness for wise water usage – visual communications resulted in altruistic preferences while water conservation initiatives led to individualistic preferences.