STRATEGIES FOR SUSTAINABLE CONSUMPTION BEHAVIOUR. THE CASE FOR FOOD AND BEVERAGE INDUSTRY PRODUCTS: NIGERIAN STUDENTS’ PERSPECTIVE
Keywords:
Eco-label, Sustainable consumption, Demographic, Sustainability strategies
Abstract
The study aimed at strategies for sustainable consumption behaviour of food and beverages in Nigeria with focus on Nigerian students. Structural equation modeling, Hayes process and logistic regression were used in the analysis through STATA 13 and SPSS v23. The findings revealed the effect of the green marketing, eco-labeling and sustainable consumption promotion strategies on sustainable consumption behaviour while age and education were confirmed to be important in sustainable consumption behaviour. It was suggested that third party that validates eco-labels should be made public to promote validity while further studies were suggested using longitudinal survey and large sample.
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Shirsavar, H.A. & Fashkhamy, F. (2013). Green marketing: A new paradigm to gain competitive
advantage in contemporary business. Trends in Advanced Science and Engineering, 7(1), 12-18.
Sleba, M. (2019). The impact of age on the consumers’ buying behaviour and attitude to price. Littera
Scripta, 12(2), 1-15
Sousa, S., Correia, E., Viseu, C. & Larguinho, M. (2022). Analysing the influence of companies’ green
communication in college students’ green purchase behaviour: An application of the extended theory of planned behaviour model. Administrative Sciences 12, 80.
Ștefănică, M., Vodă, A.I., Butnaru, R.C., Butnaru, G.I. & Chirita, M.G. (2020). Ecological purchases
made by managers in hotel industry. An approach of the main determining factors. Amfiteatru Economic Journal, 22(53), 1–57. doi:10.24818/EA/2019/53/57
Tambovceva, T., Dimante, D. & Atstāja, D. (2018). Consumer behaviour change through education for
sustainable development: Case of Latvia. International Journal of Environmental Technology and Environment, 22(5/6), 239-252
Taufique, K.Md. R., Vocino, R. & Polonsky, M.J. (2017). The Influence of eco-label knowledge and trust
on pro-environmental consumer behaviour in an emerging market. Journal of Strategic Marketing, 25(7), 511–529
Ukenna, S.I., Idoko, E.C. & Ogbari, M.E. (2018). Drivers of sustainable consumption in a developing
sub-Saharan African setting: Nigerian academic staff perspective. International Journal of Sustainable Society, 10(3), 203-224
van Dam, Y.K. & van Trijp, H.C.M. (2013). Relevant or determinant: Importance in certified sustainable
food consumption. Food Quality and Preference, 30(2), 93-101
Venkatesh, V., Morris, M., Davis, G. & Davis, F. (2003). User acceptance of information technology:
Toward a unified view. MIS Quarterly, 27(3), 425-478
Vergura, D.T. Zerbini, C. & Luceri, B. (2023). Investigating sustainable consumption behaviours: A
bibliometric analysis. British Food Journal, 125(13), 253-276.
Vide, R.K., Juhart, S. & Hunjet, A. (2021). Sustainable food consumption promotion through online
marketing communication: The case of Slovenian and Croatian grocery stores. Archives of Business Research, 9(10), 102-123. DOI:10.14738/abr.910.10978
Wang, P., Qian, L. & Yu, Q. (2014). Factors influencing sustainable consumption behaviors: A survey of
the rural residents in China. Journal of Cleaner Production, 63, 152–165.
White, K., Habib, R. & Hardisty, D.J. (2019). How to shift from consumer behaviour to be more
sustainable: A literature review and guiding framework. Journal of Marketing, 83(3), 22-49.
Zhao, Z., Gong, Y., Li, Y., Zhang, L. & Sun, Y. (2021). Gender-related beliefs, norms and the link with
green consumption. Frontiers in Psychology, 12, 710239.
https://www.accessbankplc.com/access/media/Media-PDF-Attachment/Corporate-Digest-October-2021.pdf?ext=.pdf
Alzubaidi, H., Slade, E.L. & Dwivedi, Y.K. (2021). Examining antecedents of consumers’ pro-
environmental behaviours: TPB extended with materialism and innovativeness. Journal of Business Research, 122, 685–699
Bagozzi, R.P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy
of Marketing Science, 16(1), 74-94
Bianchi, C. & Mortimer, G. (2015). Drivers of local food consumption: a comparative study. British Food
Journal, 117(9), 2282–2299. https://doi.org/10.1108/BFJ-03-2015-0111
Brandão, A. & Cupertino de Miranda, C. (2022). Does sustainable consumption behaviour influence
luxury services purchase intention? Sustainability, 14, 7906
Dimitrova, T., Ilieva, I. & Angelova, M. (2022). Exploring factors affecting sustainable consumption
behaviour. Administrative Sciences 12, 155. https://doi.org/10.3390/admsci12040155
Dragolea L-L., Butnaru, G.I., Kot, S., Zamfir, C.G., Nuţă, A-C., Nuţă, F-M., Cristea. D.S. & Ştefănică,
M. (2023). Determining factors in shaping the sustainable behavior of the generation Z consumer. Frontiers in Environmental Science, 11, 1096183.
Gáthy, A.B. Soltész, A.K. & Szűcs, I. (2022). Sustainable consumption - examining the environmental
and health awareness of students at the University of Debrecen. Cogent Business & Management, 9, 2105572. https://doi.org/10.1080/23311975.2022.2105572
Godday, R.L. & Owuso, S.M. (2020). Sustainable marketing and customer retention in the food and
beverage firms. International Journal of Management Sciences, 8(6), 28-39
Grunert, K.G., Hieke, S. & Wills, J. (2014). Sustainability labels on food products: consumer motivation,
understanding, and use. Food Policy, 44, 177–189
Fornell, C. & Larcker, D.F. (1981). Evaluating structural equation models with unobservable variables
and measurement error. Journal of Marketing Research, 18(1), 39–50.
Flanders Investment & Trade. (2020). Food and beverage industry market overview in Nigeria.
Available at:
https://www.flandersinvestmentandtrade.com/export/sites/trade/files/market_studies/Food%20%26%20Beverage%20Nigeria-2020.pdf
Haider, M., Shannon, R. & Moschis, G.P. (2022). Sustainable consumption research and the role of
Marketing: A review of the literature (1976–2021). Sustainability, 14, 3999.
Hair, J.F., Black, W.C., Babin, B.J., Anderson, R.E. & Tatham, R.L. (2006). Multivariate data analysis
(6th ed.). Upper Saddle River, NJ: Pearson Educational International
Hair, J.F., Anderson, R.E., Tatham, R.L., & William, C.B. (1995). Multivariate data analysis with
readings. New Jersey: Prentice-Hall, Inc.
Kostadinova, E. (2016). Sustainable consumer behaviour: literature review. Economic Alternatives, 2,
224-234
Lehner, M. (2015). Retail store influence on sustainable consumption behavior. International Journal of
Quality and Service Sciences, 7, 404–423
Mont, O., Lehner, S. & Dalhammar, C. (2022). Sustainable consumption through policy intervention – A
review of research themes. Frontiers in Sustainability, 3, 921477.
Mukonza, C., Hinson, R.E., Adeola, O., Adisa, I., Mogaji, E., & Kirgiz, A.C. (2021). Green marketing:
An introduction. In C. Mukonza, R.E. Hinson, O. Adeola, I. Adisa, E. Mogaji, and A.C. Kirgiz (eds). Green marketing in emerging markets. Palgrave studies of marketing in emerging economies.(Cham: Palgrave Macmillan), pp.3–14
Nwankwo, C. & Kanyangale, M. (2023). Effect of sustainable marketing strategies on consumption of
beer brands in Anambra State. Acta Universitatis Danubius, 19(2), 188-205
Oloveze, A.O., Chukwuoyims, K., Oteh, O.U., Aliu, K.A. & Oko, R.A. (2022). Customer intention
toward m-PoS adoption in gas stations: Gender perspective. AKSU Journal of Administration and Corporate Governance, 2(2), 15-30
Oloveze, A.O., Ugwu, P.A., Okonkwo, R.V.O., Okeke, V.C., Chukwuoyims, K. & Ahaiwe, E.O. (2022).
Factors motivating end-users’ behavioural intention to recommend m-health innovation: Multi-group analysis. Health Economics and Management, 3, 17-31.
Oteh, O.U., Oloveze, A.O., Emeruem, L.O. & Ahaiwe, E.O. (2023). Celebrity endorsement in African
context: TEARS model approach. Revista de Gestao, DOI:10.1108/REGE-07-2021-01
Piligrimiene, Ž., Žukauskaite, A., Korzilius, H., Banyte, J. & Dovaliene, A. (2020). Internal and external
determinants of consumer engagement in sustainable consumption. Sustainability, 12, 1349
Rabie, M. (2022). Education and knowledge. Preprint. Available at:
https://www.researchgate.net/publication/364283161_Education_and_Knowledge
Radziszewska, A. (2019). The role of Social Media in Promotion of sustainable consumption behaviour.
Paper presented at 34th IBIMA Conference, Madrid, Spain, November 13–14; Available at: https://ibima.org/accepted-paper/the-role-of-social-media-in-promotion-of-sustainable-consumption-behaviour/
Sargın, S. & Dursun, Y. (2023). Sustainable consumption behaviour: A conceptual assessment, BMIJ,
11(1), 400-412, https://doi.org/10.15295/bmij.v11i1.2184
Shirsavar, H.A. & Fashkhamy, F. (2013). Green marketing: A new paradigm to gain competitive
advantage in contemporary business. Trends in Advanced Science and Engineering, 7(1), 12-18.
Sleba, M. (2019). The impact of age on the consumers’ buying behaviour and attitude to price. Littera
Scripta, 12(2), 1-15
Sousa, S., Correia, E., Viseu, C. & Larguinho, M. (2022). Analysing the influence of companies’ green
communication in college students’ green purchase behaviour: An application of the extended theory of planned behaviour model. Administrative Sciences 12, 80.
Ștefănică, M., Vodă, A.I., Butnaru, R.C., Butnaru, G.I. & Chirita, M.G. (2020). Ecological purchases
made by managers in hotel industry. An approach of the main determining factors. Amfiteatru Economic Journal, 22(53), 1–57. doi:10.24818/EA/2019/53/57
Tambovceva, T., Dimante, D. & Atstāja, D. (2018). Consumer behaviour change through education for
sustainable development: Case of Latvia. International Journal of Environmental Technology and Environment, 22(5/6), 239-252
Taufique, K.Md. R., Vocino, R. & Polonsky, M.J. (2017). The Influence of eco-label knowledge and trust
on pro-environmental consumer behaviour in an emerging market. Journal of Strategic Marketing, 25(7), 511–529
Ukenna, S.I., Idoko, E.C. & Ogbari, M.E. (2018). Drivers of sustainable consumption in a developing
sub-Saharan African setting: Nigerian academic staff perspective. International Journal of Sustainable Society, 10(3), 203-224
van Dam, Y.K. & van Trijp, H.C.M. (2013). Relevant or determinant: Importance in certified sustainable
food consumption. Food Quality and Preference, 30(2), 93-101
Venkatesh, V., Morris, M., Davis, G. & Davis, F. (2003). User acceptance of information technology:
Toward a unified view. MIS Quarterly, 27(3), 425-478
Vergura, D.T. Zerbini, C. & Luceri, B. (2023). Investigating sustainable consumption behaviours: A
bibliometric analysis. British Food Journal, 125(13), 253-276.
Vide, R.K., Juhart, S. & Hunjet, A. (2021). Sustainable food consumption promotion through online
marketing communication: The case of Slovenian and Croatian grocery stores. Archives of Business Research, 9(10), 102-123. DOI:10.14738/abr.910.10978
Wang, P., Qian, L. & Yu, Q. (2014). Factors influencing sustainable consumption behaviors: A survey of
the rural residents in China. Journal of Cleaner Production, 63, 152–165.
White, K., Habib, R. & Hardisty, D.J. (2019). How to shift from consumer behaviour to be more
sustainable: A literature review and guiding framework. Journal of Marketing, 83(3), 22-49.
Zhao, Z., Gong, Y., Li, Y., Zhang, L. & Sun, Y. (2021). Gender-related beliefs, norms and the link with
green consumption. Frontiers in Psychology, 12, 710239.
Published
2023-07-21
Section
Articles
