THE ROLES OF PSYCHOLOGICAL ANTECEDENTS AND CONSUMER INNOVATIVENESS IN DETERMINING CONSUMER DECISION MAKING STYLES OF SOUTH AFRICAN MILLENNIAL CONSUMERS

Commenting on the significance of work as a pathway for the realization of human needs, evidence has shown the challenges of non-standard employment (NSW) on the actualization of human needs on many grounds. However, this study attempts to stretch this discourse beyond the realm of other industrial sectors in Nigeria to the food processing industrial sector with sparse documentations. The paper interrogates how the labor union has been hampered by a constellation of issues towards addressing the rife of employment casualization. In view of this, the labor market segmentation theory was positioned as a theoretical argument to understand the array of these issues. A total of 24 labor union leaders were purposively selected from three organizations in the food processing industry based on some pre-determined criteria. The NVivo qualitative software was employed to identify themes from the transcripts’ data, while the content analysis tool was used to analyze the themes. The study found a range of workplace challenges for casual laborers and the labor union with consequential impact on the membership and financial strength of the union. The lack of political will and patriotism, economic downturn, rivalry and corruption were highlighted as issues constraining labor union efforts in the realization of decent work places. The study recommends a more habitual political climate for labor union through appropriate legislation for a robust function as well as the need to address the rife of rivalry and corruption among rank-and-file labor leaders for a workable labor union agenda for decent work.