The Postcolonial Consumer Paradox: A Critical Evaluation of Cultural Meaning Transfer Theory in Sub-Saharan Africa

This study critically evaluates the linear assumptions of McCracken’s Cultural Meaning Transfer (CMT) Theory within a multi-ethnic, postcolonial context. By examining the commercial application of indigenous Nigerian semiotics specifically Uli spirals, Adire patterns, and Hausa Laali designs the research interrogates how cultural symbolism influences perceived brand authenticity and consumer trust in the Sub-Saharan skincare market. A pragmatic quantitative survey was administered to 305 consumers across Nigeria’s primary ethno-geographic hubs (Kano, Lagos, and Enugu). The study utilized One-Way ANOVA, Pearson Correlation, and Linear Regression to assess ethnic divergence in motif interpretation and to test the predictive relationship between cultural authenticity and brand trust. The empirical data revealed a pan-Nigerian resonance for heritage motifs, with no statistically significant ethnic differences in interpretation (p > 0.05), a phenomenon driven by an urban, youth-dominated demographic (65.9%, aged 18-34). Crucially, a Postcolonial Consumer Paradox emerged: while indigenous motifs significantly enhanced perceived brand authenticity, this authenticity exhibited a weak correlation with consumer trust (r = -0.065) and failed to predict purchase intent (p = 0.406). The findings disrupt Western-centric branding models by demonstrating that in fragmented markets, cultural meaning transfer is non-linear. The study introduces a mediated authenticity framework, arguing that symbolic heritage acts merely as a gateway; establishing true commercial trust requires dual signalling that harmonizes cultural resonance with functional product efficacy.