without changing the words of this chapter of this literature review, could you include in the data provided relevant citations....Despite being a highly nutritious vegetable with cultural significance, African nightshade faces challenges in gaining widespread acceptance and consumption. To understand the factors influencing consumption of African nightshade, an extensive review of the theoretical and empirical literature is necessary.

Theoretical Literature Review

The theoretical literature review focuses on major theories in the field of consumer behavior and consumption patterns. The Theory of Planned Behavior serves as a foundational theory for understanding the factors that influence consumer consumption. This theory suggests that attitudes, subjective norms, and perceived behavioral control are key determinants of consumer behavior. Additionally, theories such as the Health Belief Model and the Social Cognitive Theory shed light on the psychological and social factors that shape consumption behaviors.

Attitudes towards Consumption
One important aspect of consumer behavior is the formation of attitudes towards consumption. Attitudes reflect individuals' evaluations of a particular behavior or object. In the context of African nightshade consumption, studies have examined the role of attitudes towards its taste, nutritional value and cultural associations. Research has shown that positive attitudes towards the taste and health benefits of African nightshade are likely to increase its consumption (Mumo; Ojiambo, 2019). Understanding consumers' attitudes towards African nightshade is crucial for promoting its acceptance and incorporation into diets.

Health Belief Model

The Health Belief Model (HBM) is a widely used theoretical framework in health-related research. It suggests that an individual's decision to engage in a particular health behavior is influenced by their perceived severity, benefits and barriers. Applying the HBM to African nightshade consumption, studies have examined consumers' perceptions of the vegetable's health benefits, such as its rich nutrient content and potential disease prevention properties. Identifying consumers' beliefs and perceptions related to the health benefits of African nightshade can inform health promotion campaigns and interventions to increase its consumption.

Social Cognitive Theory
Social Cognitive Theory (SCT) emphasizes the importance of observational learning and social influences on behavior. In the context of African nightshade consumption, SCT can help explain how consumers' behaviors are influenced by observing others, such as family members, peers or community members, consuming the vegetable. Studies have explored the role of social modeling and social support in promoting African nightshade consumption. Understanding the social cognitive factors that influence consumption can guide the development of interventions that leverage social influences to promote the vegetable's adoption.

Empirical Literature Review
Various research methodologies, such as surveys, interviews and focus groups, have been employed to understand consumer perceptions and behaviors. These empirical studies provide valuable insights into the actual consumption patterns and shed light on the factors that shape consumer choices. The review of empirical literature highlights the existing knowledge and identifies gaps that need to be addressed in the current study.

Consumption Patterns

Empirical studies have investigated the consumption patterns and trends related to African nightshade. These studies have examined the frequency of consumption, the quantity consumed and the contexts in which African nightshade is consumed (e.g as a side dish, in soups or stews, or as part of traditional recipes). Such studies provide an understanding of the current consumption levels and patterns, helping to identify discrepancies between the potential benefits of African nightshade and its actual consumption.

Factors Influencing Consumption

Researchers have explored various factors that influence the consumption of African nightshade. These factors include taste preferences, availability, affordability, cultural associations and perceived health benefits. Studies have shown that taste preferences and familiarity with the vegetable play a significant role in determining consumption levels. Additionally, factors such as the availability and affordability of African nightshade in local markets and stores influence its accessibility and subsequent consumption. Cultural associations and perceptions of health benefits have also been found to impact consumer choices. Examining these factors provides insights into the complex dynamics that influence the consumption of African nightshade.

Awareness

Studies have investigated the awareness and knowledge levels of consumers regarding the nutritional value and benefits of African nightshade. These studies assess the understanding of consumers regarding the nutrient content, vitamins, minerals, and antioxidants present in African nightshade. They also explore consumers' knowledge of the vegetable's potential health benefits, such as its contribution to maintaining healthy skin, boosting immunity and preventing certain diseases. Understanding the awareness and knowledge levels of consumers is crucial for developing effective strategies to promote African nightshade consumption.

Gaps in the Literature

While existing empirical studies provide valuable insights into the factors influencing African nightshade consumption, there are still gaps in the literature that need to be addressed. Some of these gaps include limited research on the specific barriers that hinder African nightshade consumption, the role of cultural and social norms in shaping consumption behaviors and the impact of marketing strategies on long-term behavior change. This study aims to fill these gaps and contribute to the existing body of knowledge.

By conducting an extensive literature review, this study aims to contribute to the existing body of knowledge by providing insights into the factors influencing consumer consumption of African nightshade in Ruiru sub-county. The theoretical and empirical literature reviewed establishes the foundation for the research, shaping the study's objectives, research questions, and methodology.