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Nadine Sonnenberg   Dr.  Other 
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Nadine Sonnenberg published an article in November 2017.
Top co-authors
Alet C. Erasmus

18 shared publications

Department of Consumer Science; University of Pretoria; Pretoria South Africa

Publication Record
Distribution of Articles published per year 
(1997 - 2017)
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BOOK-CHAPTER 1 Read 0 Citations The Influence of Well-Being on Consumers’ Future Discounting Practices in the South African White Goods Industry: An Abs... , , Published: 18 November 2017
Back to the Future: Using Marketing Basics to Provide Customer Value, doi: 10.1007/978-3-319-68750-6_75
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BOOK-CHAPTER 1 Read 0 Citations Consumers’ Eco-Friendly Choices in the South African White Goods Industry: An Abstract , , Published: 01 January 2017
Back to the Future: Using Marketing Basics to Provide Customer Value, doi: 10.1007/978-3-319-47331-4_82
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As an emerging economy, South Africa (SA) is characterized by a growing economy and increased consumption levels that have harmful environmental consequences. Currently, SA produces among the highest greenhouse gas emissions per unit of gross domestic product (GDP) in the world (OECD 2013), and its energy needs surpass that of several developing countries. This has in part stemmed from the government’s continued service delivery and public housing schemes that transferred an estimated 11 million people from informal settlements into approximately 3 million homes that were built between 1994 and 2010. Efforts are ongoing, which offers substantial growth potential in the SA white goods industry (PwC & Economist Intelligence Unit 2012). Yet, as many households converge into an aspiring middle-class segment and acquire appliances for the first time, efforts are needed to endorse energy efficiency and environmental sensitivity in consumers’ choice of product. Based on the aforementioned arguments, this study was focused on determining consumers’ prioritization of eco-friendly attributes in their evaluation and selection of appliances in the SA white goods market. A structured questionnaire comprising various sections was developed and pretested for this study. Sawtooth conjoint software was used to create trade-off tasks whereby respondents could jointly compare several product attributes in order to select the best possible option. Washing machines served as an appropriate product for these tasks, because they require more resources for production but include state-of-the-art technology to ensure optimum eco-efficiency (Euromonitor International 2013). Apart from energy, these appliances require the use of water and chemicals that have severe implications for SA’s critically strained water resources. The choice set for the trade-off tasks (i.e., attributes and attribute levels) was guided by an extensive review of catalogues, brochures and websites of appliance manufacturers/ retailers. A non-probability sampling approach based on judgement and convenience was used to recruit 648 consumers who were in the process of shopping for appliances in prominent retail outlets within the geographical scope of Tshwane. The aggregate conjoint results indicate that consumers across various age, income and educational levels prioritize brand and price, notwithstanding the lasting financial and environmental repercussions of eco-friendly features. Respondents’ prioritization of attributes formed the basis of four clusters that were labelled as brand buyers (n = 114), price punters (n = 178), energy investors (n = 104) and the indecisive shoppers (n = 252). Brand buyers prioritized brand (39 %) and price (21 %), whereas price punters regarded price as notably more important (40 %) than any other attributes. The energy investors prioritized energy ratings (25 %), although they regarded price almost equally important (22 %), which suggests the importance of cost implications in their decision making. These findings indicate that marketers cannot exclusively rely on consumers’ willingness to compromise on non-environmental product attributes for the sake of the environment. Indecisive shoppers were less confident in their prioritization of product attributes as none of the attributes seemed particularly important (<20 % importance rating). Campaigns that are focused on increasing environmental awareness and the benefits of pro-environmental alternatives may benefit this cluster in particular. References Available Upon Request
Article 2 Reads 3 Citations Consumers’ preferences for eco-friendly appliances in an emerging market context Nadine C. Sonnenberg, Alet C. Erasmus, Adré Schreuder Published: 24 July 2014
International Journal of Consumer Studies, doi: 10.1111/ijcs.12120
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At present, the South African (SA) energy supply per person surpasses that of several developing countries in the world notwithstanding the energy crisis in the country and the evidence that SA produces among the highest greenhouse gas emissions per unit of gross domestic product (GDP) in the world. The problem is aggravated by an increased demand for major household appliances in recent years, contributing to an overextension of existing capacity and perpetual power failures. Increasing consumption patterns in the rapidly expanding economy of South Africa require intentional efforts to promote more sustainable product choices e.g. an understanding of the relevance of environmental attributes in consumers’ evaluation of product alternatives to ensure lasting environmental implications. Using Sawtooth conjoint software, trade‐off tasks were included in a cross‐sectional survey involving 648 households in Tshwane, South Africa to assess the relative importance of various environmental attributes in relation to other product features (e.g. brand and price) of washing machines. Aggregate results reveal that consumers across various age, income and educational levels prioritize brand and price, despite the long‐term financial and environmental repurcussions of product features that impact on the use of natural resources. Four consumer segments were identified through cluster analysis that differ in terms of preference structures, which offer valuable insight for the development of intervention strategies and marketing campaigns. The findings underline current literature, namely that ‘green’ product offerings must also perform competitively in terms of non‐environmental attributes. Future studies should focus on a broader scope of factors, including consumers’ knowledge and awareness of the environmental impact of their product choices, to better inform marketing campaigns and intervention initiatives.
Article 1 Read 9 Citations Significance of environmental sustainability issues in consumers' choice of major household appliances in South Africa Nadine C. Sonnenberg, Alet C. Erasmus, Sune Donoghue Published: 14 February 2011
International Journal of Consumer Studies, doi: 10.1111/j.1470-6431.2010.00964.x
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Although not regarded as the major culprits in terms of the degradation of the world's resources, consumers in developing countries such as South Africa should be encouraged to realize their potential contribution to save our planet. This research investigated consumers' prioritization of product choice criteria in a prominent product category, i.e. major household appliances, to determine and describe how consumers could be encouraged to accept the principles of pro-environmental product choice and consumption behaviour. The survey that was conducted in Tshwane, a major urban area in South Africa, in 2010 involved a structured questionnaire that was distributed by means of a convenient snowball method. Findings (n = 446) indicated that the majority of respondents always/mostly considered desirable functions rather than aesthetic attributes or price as important choice criteria, and that consumers would like to obtain information about the ‘greenness’ as well as the ‘functionality’ of appliances before purchasing. Consumers strongly agreed that the durability of appliances (service life) as well as running costs, i.e. electricity and water consumption, should be considered. Consumers seemed undecided about issues concerning recycling and recycling centres, the benefits of modern appliances and whether locally manufactured appliances are better than imported brands. Although different sources of information could be influential during consumers' pre-purchase evaluation of major household appliances, consumers' reliance on personal acquaintances (friends and family) surpassed their trust in salespeople as information source by far. The majority of respondents indicated that they used printed information sources such as promotional material and brochures as information sources. Retail and industry should supply comprehensive information about pro-environmental properties of their products. The results of this special investigation may be transferred to similar target groups in developing countries but are not typical for consumer behaviour elsewhere, whereas the methods are generally applicable.
Article 1 Read 2 Citations The relation between ion damage anisotropy and IBAD YSZ biaxial alignment K.G. Ressler, M.J. Cima, N. Sonnenberg Published: 01 June 1997
IEEE Transactions on Applied Superconductivity, doi: 10.1109/77.620840
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Anisotropic damage tolerance is examined in relation to the in-plane orientations of [200] biaxially aligned yttria-stabilized zirconia (YSZ) films fabricated using dual ion beam deposition and ion beam assisted electron beam deposition. It is shown that ion channeling and anisotropic ion etching are not associated with IBAD biaxial alignment. The mechanism of IBAD biaxial alignment is crystallographic orientation change to reduce ion damage. The aggregation of defects leads to the formation of low angle grain boundaries that enable the growth direction change. Damage-tolerant crystalline planes are aligned in the direction of the assisting ion beam through the growth direction change.