n Journal of Contemporary Management - Consumer perceptions about E10 fuel in Zimbabwe : managerial implications

Volume 11, Issue 1
  • ISSN : 1815-7440



This study contributes to an understanding of how consumer misinformation, leading to negative perceptions, can encourage the anti-consumption of some green products. Multiple methods were used to gather data, with the intention of bringing multiple points of view to the emerging misinformation surrounding the consumption of E10 fuel.

The market acceptance and uptake of Zimbabwe's E10 has remained pessimistic, yet elsewhere in the world, the same blend has been packaged as a 'premium, super brand'.
The study utilizes methodological triangulation to generate richer data, and deeper insights about the socially constructed meanings surrounding the commercialisation and consumption of blended fuel. The study uncovers a host of misinformation patterns and misconceptions ranging from technical issues concerning the fuel's composition, engine compatibility, mixed pricing views as well as policy-related issues. Revealing how blended fuels have succeeded elsewhere, the study shows how blended fuel misinformation can be handled through mandatory blending and market education on E10 economic benefits. The study's findings contribute to an understanding of how consumer misinformation spread through the market and in turn, how such misconceptions can negatively affect a product's image, sales and market share. Thus in managing these misconceptions, the study underpins the need for adequate consumer education and improving market access of E10 as the project has the potential for creating jobs, improving fuel supply in Africa, while upholding a green environment.

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