An exploratory study on consumer behaviour in response to the water crisis within Fresnaye, Cape Town

Abstract

The water drought within Cape Town, South Africa is a crisis which many did not see coming. In 2015, citizens within the Mother city were informed of the impending water crisis and the possibility of having to ration water usage, which has now, three years later, become a reality. Within this study, the researcher selected the Fresnaye neighbourhood within Cape Town to review, examine and analyse for an eight month duration. During this eight-month period the researcher conducted a literature review correlating to the research question, an online digital survey as well as in-depth interviews. This was done in order to better understand how the increased level of water restrictions within Cape Town have affected the decision making and consumer behaviour patterns of water consumers within the chosen neighbourhood. Initially, the researchers perception of the Fresnaye neighbourhood was the complete opposite of what she found when analysing the research methodology. Below, readers will be exposed to how an affluent neighbourhood has embraced the water crisis and its restrictions by adapting their households water consumer behaviour.