The influence of indigenous culture, language, and belief systems on personal investment decisions in rural Kenya

Ongus, Corretter Adongo (2024) The influence of indigenous culture, language, and belief systems on personal investment decisions in rural Kenya. Doctoral thesis, University of East Anglia.

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Abstract

This research explores the profound influence of Indigenous culture, language, and belief systems on personal investment decisions in rural Kenya. It highlights how these cultural norms, belief systems, and linguistic structures significantly shape financial behaviours, offering crucial insights into local investment practices and socio-cultural dynamics. Such understanding is essential for crafting culturally sensitive financial interventions, particularly in a rapidly changing financial environment.

Employing a compressed ethnographic approach outlined by Jeffrey and Troman’s (2004, as cited in Hammersley & Atkinson, 2019, p. 39), the study used participant observation and ethnographic interviews to examine how culture, language, and beliefs impact financial decision-making in rural Kenya. This approach contributes to ethnographic pedagogy by challenging the traditional assumption that ethnographic validity requires prolonged immersion (Hammersley & Atkinson, 2019), instead demonstrating the feasibility of rigorous and meaningful research through intensive, short-term fieldwork. Conducted over three weeks, the study adhered to core ethnographic principles, including naturalistic inquiry and reflexivity (Hammersley & Atkinson, 2019; Lincoln & Guba, 2006), ensuring methodological integrity. It underscores the potential for robust outcomes in time-and resource-constrained contexts, expanding the scope of ethnographic inquiry and addressing modern research challenges.

The study involved thirty-two participants from Central, Coastal, Nyanza, and Rift Valley regions, representing diverse linguistic and cultural backgrounds. Participants were recruited using snowball sampling, a method that leverages social trust to access hidden or marginalised populations (Harsh, 2011; Green & Thorogood, 2009). Data collection relied on ethnographic interviews, with thematic analysis (Braun & Clarke, 2006) uncovering patterns related to gender, communalism, cultural beliefs about money, and religious restrictions on financial practices.

Key findings revealed that Indigenous languages, such as Kikuyu, Luo, Maasai, and Mijikenda, often lack grammatical structures for future tenses. This fosters a present-focused worldview, discouraging long-term financial planning and aligning with cultural norms that prioritise immediate concerns. Communalism emerged as a significant influence, with investment decisions often made for community benefit rather than individual wealth accumulation. This communal orientation, while fostering social cohesion, can constrain personal financial growth due to obligations to share resources.

Patriarchal structures also play a pivotal role, with men traditionally dominating financial decision-making and limiting women’s financial autonomy. Religious and traditional beliefs further shape financial behaviour. Adherents of Christianity, Islam, and traditional African beliefs often associate wealth accumulation with social or spiritual risks, including envy, ostracism, and accusations of malevolence. Concerns about witchcraft and spiritual consequences deter individuals from amassing wealth, while religious teachings discourage investments in activities deemed immoral, such as gambling or interest-based transactions.

The research highlights the intricate interplay of linguistic, cultural, and belief systems in shaping financial behaviours. By examining these dimensions collectively, it provides a nuanced understanding of the socio-contextual drivers of economic choices in rural Kenya. The findings underscore the importance of considering cultural, linguistic, and belief-based factors in developing financial strategies and interventions. This holistic approach offers a foundation for crafting contextually relevant solutions to promote financial empowerment in similar settings, emphasising the need for culturally attuned frameworks in addressing financial challenges.

Keywords: Indigenous culture, Language, Belief, and Investment decisions.

Item Type:	Thesis (Doctoral)
Faculty \ School:	Faculty of Social Sciences > Norwich Business School
Depositing User:	Chris White
Date Deposited:	16 Apr 2025 09:38
Last Modified:	16 Apr 2025 09:38
URI:	https://ueaeprints.uea.ac.uk/id/eprint/99051
DOI:

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