A Systematic Literature Review of Factors Influencing Consumer Buying Behaviour on Traditional Products in Informal Markets: Implications for Durban, KwaZulu-Natal
DOI:
https://doi.org/10.51137/wrp.ijarbm.654Keywords:
Consumer Buying Behaviour, Informal Markets, Traditional Products, Consumer Culture Theory, Theory of Planned BehaviourAbstract
This study presents a systematic literature review of factors influencing consumer buying behaviour toward traditional products in informal markets, with specific implications for Durban, KwaZulu-Natal. Using the PRISMA 2020 framework, 78 peer-reviewed studies published between 2015 and 2026 were analysed using narrative synthesis and thematic coding. The findings indicate that consumer behaviour in informal markets is shaped by the interaction of psychological, cultural, relational, and structural determinants. While the Theory of Planned Behaviour (TPB) explains behavioural intention through attitudes, subjective norms, and perceived behavioural control, it remains limited in capturing culturally embedded and identity-driven consumption. Consumer Culture Theory (CCT) and informal economy perspectives extend this understanding by emphasising symbolic meaning, heritage, and trust-based exchange. The review conceptualises informal markets as hybrid socio-economic systems where purchasing decisions reflect both rational evaluation and cultural expression. It further identifies emerging dynamics such as digital informal trade and hybrid consumer pathways between formal and informal retail systems. A key contribution is the development of an integrated framework linking behavioural intention, cultural identity, relational trust, and structural conditions. The study offers policy-relevant insights for Durban, including infrastructure development, digital enablement, and heritage-based governance, while highlighting the need for longitudinal and context-specific research.
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