Sustainable Consumption Behaviour in Emerging Markets of Africa, Volume I

This book explores the issue of sustainable consumption in the African context, filling a significant gap in literature. Relating specifically to SDG 12, ‘Responsible consumption and production,’ this two-volume edited collection argues that the core drivers of sustainable consumption in the African context are considerably different than in other regions. For example, studies show that developed countries tend to have a greater interest in sustainability compared to developing countries, and that Africa lags behind in adopting sustainable consumption practices.  

Offering a deeper understanding of this issue, authors explore how and why consumers make decisions, and what influences them towards sustainable behaviour, identifying the key drivers and challenges to sustainable behaviours. Volume I focuses on understanding the core issues and covers topics such as understanding consumer responses to green marketing strategies, the role of trust in sustainable consumption choices, and sustainable fashion, to name a few. Volume II focuses on the innovative ways that organizations in Africa drive forward the targets of SDG 12, and explores the use of technology and AI, social media, in contexts  such as the tourism and retail industries.  

K. Mercy Makhitha is currently Professor and Dean: Faculty of Business and Management Sciences at Cape Peninsula University of Technology (CPUT).   

Debbie Ellis is a Full Professor of Marketing in the School of Commerce at the University of KwaZulu-Natal (UKZN) and President of the African Social Marketing Association (AfSMA).   

Daniel K. Maduku (PhD) is an Associate Professor of Digital Marketing and Entrepreneurship at the University of Doha for Science and Technology (UDST).  

Robert E. Hinson  is the Pro Vice-Chancellor of the Ghana Communication Technology University (GCTU).