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The conceptual framework for this study on the impact of the COVID-19 pandemic on African consumer behavior is based on the selected models, theories, and frameworks discussed in the literature review. This framework aims to provide an in-depth understanding of the topic by systematically integrating the various factors influencing African consumer behavior during and after the pandemic, as well as the role of technology in facilitating these changes. The conceptual framework will serve as the foundation for the research design and methodology by clearly depicting the potential areas of study that stem from the reviewed literature.

The initial conceptual framework for this study encompasses four key interconnected dimensions derived from the theories reviewed in the literature. These dimensions include (1) the pandemic context, (2) psychological factors, (3) socio-cultural factors, and (4) the role of technology. Each of these dimensions draws on relevant theoretical contributions and demonstrates their applicability in the context of African consumer behavior during the COVID-19 pandemic.

1. The pandemic context: The COVID-19 pandemic acts as a catalyst for change in consumer behavior by altering the environment in which consumers make decisions (Lins & Aquino, 2020). The Theory of Planned Behavior (Ajzen, 1991) offers a useful perspective on how the pandemic has influenced consumers’ attitudes, subjective norms, and perceived behavioral control, leading to changes in behavioral intentions and actions.

2. Psychological factors: The economic impact of the pandemic on African households, including reduced income and job losses, plays a significant role in shaping consumer behavior (Ofori et al., 2020). Engel’s Law (1857) demonstrates that decreased income leads to increased expenditure on necessities, causing a shift in consumer priorities and spending patterns during the pandemic.

3. Socio-cultural factors: Social Identity Theory (Tajfel, 1974) and Consumer Culture Theory (Arnould & Thompson, 2005) emphasize the influence of social and cultural factors on consumer behavior. These theories suggest that African consumers’ sense of collectivism, social consciousness, and cultural context have played a crucial role in shaping their behavior during the pandemic (Gyasi et al., 2020; Ndichu, 2020).

4. The role of technology: The COVID-19 pandemic has accelerated the adoption of digital technology in various aspects of consumers’ lives, including e-commerce, online communication, and remote work (Sheth, 2020). The Diffusion of Innovations theory (Rogers, 2003) provides valuable insights into the factors that have driven the rapid adoption of digital technology by African consumers, such as relative advantage, compatibility, complexity, trialability, and observability.

These dimensions are interconnected and serve as the foundation for the developed conceptual framework. The framework aims to provide a comprehensive understanding of the key factors and their relationships in shaping African consumer behavior during the COVID-19 pandemic. By integrating the relevant theories and drawing on the most recent and current knowledge in the field, the conceptual framework offers a systematic and coherent representation of the potential areas of study for this research.

In conclusion, the initial conceptual framework presented in this section encompasses the pandemic context, psychological factors, socio-cultural