Social Influence on Sustainable Consumption in Sub-Saharan Africa: A Case of Ghana

This study examines the influence of the social agents, family, friends, and peer groups on sustainable consumption behaviors in Ghana, with a focus on the mediating roles of herding and social learning. Grounded in social learning theory, the research employs structural equation modeling in R, using a sample of 402 respondents. Findings indicate that family significantly influences sustainable consumption through herding, likely due to early exposure and socialization. Friends and peer groups showed limited influence, however, herding and social learning emerged as strong direct predictors of sustainable behavior. This suggests that while sustainable practices may not yet be widely modeled within immediate social networks, individuals are psychologically primed to adopt such behaviors when they become more visible. The study underscores the importance of promoting observable, culturally relevant sustainable consumption through public education, media campaigns, and supportive infrastructure. It contributes to the broader literature by offering context-specific insights into sustainable consumption in Sub-Saharan Africa.