CONSUMER ATTITUDES TOWARDS SUSTAINABILITY AND ECO-FRIENDLY PRODUCTS IN NIGERIA

Abstract

This study explores consumer attitudes toward sustainability and eco-friendly products in Nigeria, focusing on the factors that influence sustainable consumption behavior in the country. As Nigeria grapples with environmental challenges such as pollution, deforestation, and climate change, understanding consumer attitudes is critical for promoting sustainable practices. The research reviews existing literature on Nigerian consumers’ awareness, willingness to adopt eco-friendly products, and the role of economic, cultural, and policy factors in shaping their behavior. The findings suggest that urban consumers are more likely to be aware of sustainability issues and support eco-friendly products, while rural consumers face significant barriers such as limited access to information and economic constraints. Price sensitivity remains a major challenge, as consumers prioritize affordability over sustainability, and cultural factors, though underexplored, also play a crucial role in shaping attitudes toward sustainability. Government policies aimed at promoting environmental sustainability have had some impact, but their effectiveness in changing consumer behavior is limited, particularly in rural areas. This study identifies several gaps in the current literature, including the need for more research on rural consumer behavior, the influence of cultural factors, and the impact of government policies on consumer attitudes. It calls for future studies to address these gaps and provide a more comprehensive understanding of the factors driving sustainable consumption in Nigeria. The findings of this study contribute to the broader discourse on sustainable consumer behavior in developing countries and offer insights for policymakers and businesses seeking to promote eco-friendly products and sustainability in Nigeria.