Advertising, Consumer Behaviour, and Inclusive Sustainable Development: Assessing the Socio-Economic Influence of Liquor and Betting Companies in South Africa
DOI:
https://doi.org/10.51137/wrp.ijsbe.919Keywords:
Advertising, Consumer Behaviour, Economic Sustainability, Poverty Alleviation, South AfricaAbstract
Advertising plays a pivotal role in shaping consumer behaviour, influencing market dynamics, and driving sustainable economic activity. In South Africa, liquor and betting companies constitute significant contributors to the economy through employment, taxation, and investment. However, concerns persist regarding their social and economic implications, particularly in relation to poverty and sustainable development. This study assesses the influence of advertisements from liquor and betting companies on consumer behaviour and evaluates their implications for economic sustainability and poverty alleviation. Using a systematic literature review and documentary analysis, the study draws on recent reports, peer-reviewed articles, and policy documents published between 2020 and 2025. The findings reveal that persuasive advertising strategies significantly influence consumption patterns, often encouraging increased spending among vulnerable populations. While these industries generate revenue and contribute to economic growth, excessive consumption and gambling behaviours are associated with financial distress, social inequality, and public health challenges. The study further establishes that responsible advertising and stringent regulatory frameworks are essential to balance economic benefits with social protection. The research concludes that advertising within these sectors has a dual impact, stimulating economic activity while potentially exacerbating poverty and inequality if inadequately regulated. The study contributes to policy discourse by highlighting the need for ethical advertising practices that align with sustainable development goals and inclusive economic growth in South Africa.
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