Consumer-Focused Transition to a Bio-based Sustainable Economy in Africa

The bioeconomy refers to consumers’ preference for bio-based (bioeconomy) products over fossil-based products across several economic sectors. Bioeconomy products have been identified as a promising pathway for the transition from the traditional linear, fossil-based economic system to a resilient bio-based sustainable economy. While traditional African communities were bio-based, the adoption of advanced bioeconomy and the usage of sustainably refined bio-based (bioeconomy) products remain quite scant in Africa. The focus of this chapter is how to improve demand-side development and increase the share of bioeconomy products in consumer markets toward building more resilient and sustainable African communities and economies. The chapter employed a systematic literature review approach to achieve this and other objectives. Individual consumer behavior is crucial to sustainability transitions and transformations. Drawing from the problematic meta-theoretical perspective that (un)sustainable developments stem from the poor decisions made by individual consumers, the argument in this chapter is that consumers should not be passive recipients but active participants in the transition to a socially acceptable bio-based sustainable economy. In addition to highlighting the central role of consumers in the structural transition to a sustainable bioeconomy, the chapter identified the importance of individual psychological perspectives in influencing behavioral and attitude changes required to boost consumer confidence and market uptake. It further explored innovative and transformative approaches cutting across governance, entrepreneurship, finance, marketing, education, technology, and innovation management required for bioeconomy to favorably compete with the mature fossil industry and generate value in emerging markets of Africa. It concluded with a reasonable case to make customer-oriented approaches and strategies the centerpiece of public policies and entrepreneurial engagements in the bioeconomy in Africa.