Applying the theory of planned behavior (TPB) to African consumers’ sustainable consumption: A systematic review

Abstract

Literature concerning the theory of planned behavior (TPB) on African consumers’ sustainable consumption was reviewed to assess the extent of theory applicability. A PRISMA framework was adopted as the guideline for the review. Items were selected from the period 2019–2024, yielding 53 articles. Analyses of the articles revealed that African consumers’ attitudes, subjective norms, and perceived behavioral control influenced sustainable consumption intention and behavior. Unlike in the original model, this study showed TPB elements had direct influence on behavior. Equally, consumer intentions influenced sustainable consumption behavior. Therefore, policies and management strategies should improve product knowledge, accessibility and usage experience. Specifically, policies and management strategies can capitalize on the African interdependence social system for consumers to influence each other to adopt sustainable products. Existing studies were limited by their predominantly quantitative methods, South African focus, and lack of mediation analysis, highlighting the need for qualitative, experimental, non-South African, and mediation studies. Ultimately, the study value lies in proposing how TPB elements should integrate local customs and interdependence values to influence sustainable consumption behavior.