Sarcouncil Journal of Economics and Business Management

Abstract: This research addresses the critical gap in understanding African consumer perceptions of sustainability efforts in SMEs versus large corporations and their impact on purchasing behavior. Rapid economic growth and unique socio-economic challenges in Africa necessitate a nuanced perspective beyond Western-centric views. Employing a mixed-methods approach, including focus groups, interviews, and surveys across ten diverse African countries, and leveraging Gemini AI's advanced NLP and statistical capabilities, the study explored consumer awareness, perceived authenticity, and effectiveness. The conceptual framework integrated Attribution, Signalling, and Stakeholder Theories. Findings reveal higher consumer awareness (85%) and perceived authenticity for SMEs due to their local embeddedness and direct community ties, while large corporations (68%) are seen as more effective due to greater resources. Recommendations include tailored communication strategies for SMEs to formalize their inherent sustainability, and for large corporations to enhance local relevance and transparency, fostering trust and promoting sustainable consumption in the African market.