Consumer behavior research on traditional foods in Africa: A scoping review

Figures & data

Table 1. Search queries for the Scopus and Web of Sciences database search

Database	Query
SCOPUS	(heritage OR traditional OR native OR indigenous OR ethnic OR trib*) AND (food* OR grain* OR crop* OR staple OR vegetable* OR meat* OR plant* OR drink*) AND (consum* OR customer*) AND (behaviour OR attitude* OR purchase OR eat OR perception* OR preference OR choice OR habit* OR willingness AND to AND pay)
	Timespan = 2000 until 31 December 2021; Language = English; Types of documents = Article OR Proceedings; Publication stage = final; Country = limited to African countries; Subject area = Economics and econometrics, Arts and humanities; Business, Social Sciences;

Source: Author’s creation

Figure 1. Prisma flow diagram (source: Author’s creation).

Figure 2. Number of publications per year (source: Author’s creation).

Figure 3. Number of publications per country (source: Author’s creation).

Figure 4. Number of publications per region (source: Author’s creation).

Table 2. Consumer behavior thematic areas investigated

	Thematic area of consumer behaviour research	Description	Author(s) and year	Frequency
1	Consumer acceptance of traditional foods (TF)	Acceptability (pleasantness and likeability) of traditional food.	Afolabi et al., 2020; Bechoff et al., 2018; de Beer et al., 2016; Coley et al., 2020; Hama-Ba et al., 2019; Van der Hoeven et al. 2013; Jumah et al., 2008	7
2	Consumer perceptions	Perception can be described as the ability to recognize and identify the existence of all kinds of stimuli and then evaluate and give meanings to them	Anoliefo et al., 2020; Bechoff et al., 2018; Cloete and Idsardi, 2013; Gewa et al., 2019; Govender et al., 2019; Marumo and Mabuza, 2018; Weinberger and Swai, 2006	7
3	Consumer preference	Choice between alternatives	Agúndez et al., 2018; Alemu et al., 2017; Amuquandoh and Asafo-Adjei, 2013; Anetoh et al., 2020; Nindjin et al., 2007; Otieno and Nyikal, 2017	6
4	Factors affecting behaviour towards TF	Motives and determinants for consumption	Manditsera et al., 2018; Marumo and Mabuza, 2018; Raaijmakers et al., 2018; Wilkie et al., 2005	4
5	Willingness to pay	Preparedness to pay a premium for a product containing a particular attribute	Alemu et al., 2017; Chelang’a et al., 2013; De Groote et al., 2021; Omotayo et al. 2021	4
6	Consumer attitudes	Positive and negative beliefs about a product or its attributes	Onoja et al., 2021; Pambo et al. 2016; Weinberger and Swai, 2006	3
7	Consumer awareness	Possession of information about an object of interest	Hlongwane et al. 2021; Van der Hoeven et al. 2013; Kekeunou et al., 2020	3
8	Consumption behaviour/practices	Dietary consumption patterns	Gewa et al., 2019; Weinberger and Swai, 2006	2
9	Sensory evaluation	Positive or negative evaluation of food sensory attributes	Anetoh et al., 2020; Lutomia et al., 2021	2
10	Consumer purchase intentions/decision	Psychological disposition to purchase	Anetoh et al., 2020; Lutomia et al., 2021	2
11	Consumer behaviour involvement	A proxy for interest in a particular subject or object, which is positively related to likelihood to perform a desired action	Tendani et al. 2021	1
12	Identity formation	Mental self-image	Amone, 2017	1
	TOTAL			42

Source: Author’s creation

Figure 5. Consumer behavior thematic areas investigated (source: Author’s creation).

Table 3. Utilization of reference theory in reviewed studies

Presence of reference theory	Number of papers	Percentage
Studies with no reference theories	28	84.85%
Studies with reference theories	5	15.15%
Total	33	100.00%

Source: Author’s creation

Table 4. Details of referenced theories in reviewed studies

Referenced theories	Author(s)
Theory of senses (Parimala, 2014)	Anetoh et al., 2020
Consumer decision theory (Blackwell, Miniard, and Engel 2005)
The Key Economic Models (unspecified)	Omotayo et al. (2021)
Theory of planned behaviour (Ajzen, 1991)
Attitude behaviour model
Altruistic/moral behaviour (Olson, 1965)
Norm activation model
Theory of Planned Behaviour (Ajzen, 1991)	Pambo et al. (2016)
Motivation—Opportunity—Ability (MOA) model (Olander and ThØgersen, 1995).	Raaijmakers et al., 2018
Food Choice Questionnaire (FCQ) (Steptoe and Pollard and Wardle)
Culinary Tourist Value Scorecard (CTVSC) (Adapted from Balanced Score Card)	Tendani et al. (2021)
Culinary Tourist Behavioural Involvement (CTBI)

Source: Author’s creation

Afolabi, E. O., Ogidi, C. O., & Akinyele, B. J. (2020). First Report of Nutritional Value and Consumer Acceptability of ‘Kati’ Produced From Sorghum Using Lactic Acid Bacteria As Starter Cultures. Carpathian Journal of Food Science and Technology,12(3), 156–166. https://doi.org/10.34302/CRPJFST/2020.12.3.13

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