NRF Youth Month 2025: Ronald Mashamba

The NRF supports the growth of the next generation of researchers and scholars to sustain South Africa’s knowledge enterprise. June is Youth Month, and this year the NRF is celebrating the youth who are shaping tomorrow through research today. We thank all participants for sharing their stories with us.

Mr Ronald Mashamba is a PhD candidate in Environmental Sciences at the University of Mpumalanga. He received funding from the NRF for his PhD studies.

How did your journey start?

My academic journey has been one of determination, curiosity, and a deep commitment to solving environmental challenges. It began at the University of Venda, where I completed a Bachelor of Environmental Science degree. My passion for sustainability and environmental policy deepened during my Honours degree in Environmental Resources Management, also at the University of Venda, where I focused on critical issues affecting ecosystems and natural resource use in South Africa.

Motivated by a desire to contribute to sustainable development through applied research, I pursued a MSc degree. I graduated with an 80% final mark, awarded cum laude, which stands as one of my proudest academic accomplishments. This distinction affirmed my capability to excel in scientific research and encouraged me to continue my academic journey.

Following my MSc, I was recruited by Dr Tatenda Dalu to the University of Mpumalanga, where I am currently in the second year of my PhD in Environmental Science. This opportunity was pivotal: it not only aligned me with a supportive and experienced supervisory team but also positioned me within a research institution that prioritises community impact and ecological resilience.

My PhD research focuses on the role of Corporate Social Responsibility (CSR) initiatives in influencing pro-environmental behaviour among South African consumers, particularly in relation to waste management. This study integrates environmental science, behavioural theory, and sustainability practices in the retail sector fields that reflect my interdisciplinary academic interests.

Growing up, I never imagined reaching this level of academia. Becoming the first person in my family to pursue both a Master’s and a PhD is a milestone that I carry with pride. It inspires me daily to continue striving for excellence, not just for personal success, but to set a precedent for future generations in my family and community.

How has your affiliation with the NRF impacted your studies/career?

I am currently funded by the NRF Doctoral Thuthuka-linked grant, which has been instrumental in enabling my research. Additionally, my supervisor receives an NRF Thuthuka grant, which collectively supports fieldwork, data analysis, and capacity building.

The impact of NRF support has been significant, both professionally and personally. It has allowed me to focus entirely on my doctoral studies without financial distress. The funding also ensures access to resources, travel for fieldwork in Nelspruit, and the opportunity to publish in international journals – efforts that would have been impossible without such support.

Beyond material benefits, being part of the NRF network has expanded my academic network and exposed me to South Africa’s broader scientific community.

What is your research focus/area of expertise?

My Doctoral research investigates how Corporate Social Responsibility (CSR) initiatives, led by South African retail chains, influence consumer behaviour towards waste management and environmental sustainability.

The focus is on pro-environmental behaviour: how customers respond to CSR campaigns that promote recycling, reusable packaging, and eco-conscious consumption. My study applies theories like the Theory of Planned Behaviour and Norm Activation Theory to understand behaviour change dynamics.

I employ a mixed methods approach, combining quantitative surveys with qualitative interviews and thematic analyses, to examine both the strategic intent of CSR programs and the actual behavioural outcomes among consumers in Nelspruit. It is a timely and necessary study that seeks to strengthen sustainable development efforts through actionable insights in the retail sector.

How is your research helping to shape a better future?

My research addresses a pressing challenge: plastic waste and unsustainable consumer behaviour by exploring how businesses can be catalysts for change. South Africa’s struggle with inadequate waste management infrastructure is well-documented, and my study investigates how private sector CSR can fill policy gaps and foster a culture of environmental responsibility.

By identifying what works and what doesn’t in CSR-driven sustainability efforts, my findings aim to inform better retail strategies, improve consumer education, and ultimately shape greener behavioural norms. This research contributes to Sustainable Development Goal 12 on responsible consumption and production and provides a model for how other developing economies might tackle similar environmental challenges through multi-stakeholder collaboration.

Being a young researcher often means juggling numerous responsibilities and expectations. How do you stay motivated and/or balanced?

Being a young researcher in a field so intimately tied to global well-being is a powerful motivator. I remind myself regularly that the work I am doing has tangible, real-world implications for future generations and our planet’s health.

To stay balanced, I maintain a structured routine that prioritises time for reading, fieldwork, writing, and personal reflection. I also draw strength from my supervisors, academic peers, the Aquatic System Research group (ASRG) and my family, who provide continuous encouragement and feedback. Staying connected to the purpose behind the research helps me push through challenges.

What has been your proudest achievement to date?

My proudest achievement to date has been graduating with 80% for my MSc degree, which was awarded cum laude. This academic distinction was not only a recognition of my hard work, but also a deeply personal victory—I am the first person in my family to ever pursue both a Master’s and a PhD.

This accomplishment represents more than academic success; it symbolises breaking generational boundaries and paving the way for future scholars in my family and community. It was a culmination of years of dedication, resilience, and an unwavering belief in the transformative power of education. Knowing that I’ve set a precedent for those who come after me gives profound meaning to my journey, and it continuously fuels my passion for research and higher learning.

The rights to this article (content and images) are reserved by the National Research Foundation of South Africa. This work is licensed under an Attribution-NonCommercial-NoDerivs 4.0 International (CC BY-NC-ND 4.0 DEED) license: this implies that the article may be republished (shared) on other websites, but the article may not be altered or built upon in any way. Credit must be given to the National Research Foundation and a link provided back to the original article.