An exploratory study of the influence of the Sustainable Seas Trust brand on the waste management behaviour of the Nelson Mandela Bay Generation Z surfing community.

Abstract

Environmental Non-Profit Organisations (ENPOs) play an important role in irradicating pollution that directly impacts on coastline beaches and blue flag beach status. A local ENPO, the Sustainable Seas Trust, is renowned for their active community initiatives, such as research and pollution surveying, conservation of marine areas and beach clean-ups. However, the brand is not currently aware of its influence on avid beach goers, such as surfers, and how the brand influences the attitudes and behaviours of surfers to practice responsible waste management behaviour. This research study explored the influence of the ENPO brand on the waste management behaviour of the Nelson Mandela Bay Generation Z surfing community. This study followed a qualitative approach and data was collected from the surfing community through online interpersonal interviews. The data was analysed through deductive thematic analysis and framework analysis, based on the hierarchical themes set out by Keller’s (2003) Consumer Based Brand Equity model. This study revealed that surfers are influenced to take part in future beach cleanups, but did not demonstrate deep connections with the brand. Therefore, more opportunities to engage with the brand must be created to achieve the level of resonance the brand desires to influence responsible waste management behaviour.