A new study by global research firm Kantar has revealed a significant disconnect between what African consumers say about sustainability and how they actually behave when making purchases, highlighting a 60-point gap across major markets including Nigeria, Kenya and South Africa.
The analysis shows that while 93 percent of consumers across the continent express a willingness to choose environmentally friendly products, only 37 percent consistently act on those intentions in real purchasing decisions.
The findings, published in a whitepaper titled “Progress — The New Rules Of Growth In Africa,” suggest that the gap is driven less by lack of awareness and more by structural realities shaping consumer behaviour across African markets.
Brandspur Brand News reports that the study challenges the traditional interpretation of the so-called “value-action gap,” arguing that the issue should not be seen as consumer inconsistency but rather as a reflection of economic and social constraints that influence daily choices.
According to the report, affordability remains a dominant factor shaping purchasing decisions, with many consumers prioritising cost, durability and immediate utility over environmental considerations. It also notes that community influence and resource limitations play a central role in how buying decisions are made across the region.
The research further argues that conventional sustainability messaging often fails to align with the lived realities of African consumers, where decisions are frequently guided by practicality rather than long-term environmental goals.
In the case of Nigeria and other key markets, the analysis indicates that sustainability is rarely treated as an independent purchasing criterion but is instead weighed alongside essential needs such as affordability and access to functional products.
Kantar’s findings suggest that brands seeking to close the gap between intention and action will need to move beyond awareness campaigns and focus more on product design, affordability and practical value that fits within existing economic pressures.
The report also highlights that companies achieving stronger market performance in Africa are those embedding utility and everyday relevance into their offerings, rather than relying solely on sustainability messaging.
It concludes that closing the gap will require a shift in how businesses design, position and deliver products, particularly in markets where trust, community influence and economic constraints strongly shape consumer behaviour.
