Description

The focus of this study was to establish which of the three selected factors, namely, Poverty, Ignorance and Greed influenced the behaviour of the traders at the Faraday Traditional Medicine Market (FTMM) with regard to the sustainability of their business operations. It has been reported in other studies on the FTMM that traders at the market do not operate their businesses in a sustainable manner. There have not been any clear reasons given for such an observation. The objective of this research was to establish which of the three factors has a major influence on the behaviour of the traders and how this could be addressed in order to improve the sustainability of these businesses.
A questionnaire was developed with specific questions that would establish whether poverty, ignorance or greed was a major factor that influenced the behaviour of the traders when conducting their businesses. There were about 220 traders who operated at the FTMM and a random sample of 22 percent was drawn. 49 traders were interviewed. Their responses were collated and analysed. The Chi-square statistical test was used in analysing the data and testing of the research hypotheses. The results showed that Ignorance was the major factor influencing the behaviour of the traders.
A model termed the PIG Paradox Model was developed where (P) represents Poverty, (I) Ignorance and (G) Greed. An equilateral triangle with a circle in the middle represented an equilibrium position where none of the three factors was dominant. The PIG Paradox Model was integrated with the survey results and it was found that the inner circle (S) representing Sustainability was reduced by about eight percent as a result of the increase in (I). Therefore, the PIG Paradox Model confirmed that the dominant factor, namely, Ignorance had a significant negative impact on Sustainability (S). The quantification of the impact of ignorance is critical in the formulation of interventions by the responsible authorities.
The study concluded that ignorance of sustainable methods of doing business among the traders compromised the continuity of the trade in traditional medicines at the FTMM. The model demonstrated that the lifespan of the trade would be negatively impacted by about eight percent if there was no intervention by the authorities at local, provincial and national levels. These traders have to be trained and capacitated in sustainable business methods in order to extend the socio-economic benefits to future generations. It was also found that an overlap existed between ignorance and greed. The integration of the PIG Paradox Model with the survey results enabled the quantification of the impact of ignorance on the sustainability of trade at the market. This is a contribution by this study to the body of knowledge in that it extends the findings of the survey to include quantification of impact on the sustainability of trade as well as guiding the intervention processes.
It was observed that the FTMM is not given the necessary attention by the various spheres of government in terms of policy, regulation and support. This is despite the fact that the market is a significant player in the local economy of Johannesburg as well as the rural supply areas. It was recommended that the business operations of the FTMM be transformed in line with the International Standard for Sustainable Wild Collection of Medicinal and Aromatic Plants (ISSC-MAP) and the Department of Environmental Affairs’ (DEA’s) Biodiversity Economy Strategy (BES). This would require the development of a Sustainability Business Plan (SBP) that would co-ordinate the activities of the various stakeholders within the value chain of the market. The benefits to the stakeholders in the entire value chain would be optimised leading to sustainable development.