The challenges of increasing consumerism in Africa in the era of globalization: A systematic analysis employing consumerism theory

Abstract

Gerald K. Fosten in this chapter begins with the assertion that globalization (the process by which businesses or other organizations develop international influence or start operating on an international scale) has some benefits is hardly a matter of contention. Thereafter, he argues that with these benefits, however, come certain adverse consequences. He then examines how globalization has a direct impact on consumerism (the preoccupation of individuals with the acquisition of consumer goods) in terms of the many nations in Africa that are experiencing rapid economic growth. He also broaches the fact that the African Development Bank estimates that by the year 2060, the population of Africa's middle class is expected to grow by one billion people. He contends that such a development will present huge challenges to nations on the continent and their respective citizens. As byproducts of globalization and economic development, he observes, consumerism is rising rapidly and will continue to do so. He then asks: What are consequences of consumerism in terms of globalization? His answer is that the more negative the effects of globalization, the more negative the effects on consumerism. Thus, his hypothesis that underlies this chapter is that while globalization has produced benefits, it has also increased consumerism in Africa.