Title: Drivers of sustainable consumption in a developing Sub-Saharan African setting: Nigerian academic staff perspective

Authors: Stephen Ikechukwu Ukenna; Edwin Chukwuemeka Idoko; Mercy Ejovwokwoghene Ogbari

Addresses: Department of Business Management, Covenant University, Ota, Nigeria ' Department of Marketing, University of Nigeria, Enugu Campus, Nigeria ' Department of Business Management, Covenant University, Ota, Nigeria

Abstract: Sustainable consumption behaviour is silently becoming a pivotal phenomenon in Nigeria and other Sub-Saharan Africa countries which arguably is affecting purchase patterns. Despite the amazing growing interest in sustainable consumption, minimal research attention has been invested in this domain to deepen and broaden understanding regarding those factors that culture sustainable consumption behaviour. Questionnaire served as data collection instrument from a sample of 3,495 academic staff randomly drawn from nine universities in Southern Nigeria. Data were analysed using structural equation modelling technique regarding hypothesised relations in the model. Convergent and discriminant validity were checked; reliability was assessed to determine the internal consistency of the measurement items. Environmental concern and educational level are primary drivers; health concern, income status, and quality insignificantly influence sustainable consumption. A sustainable consumption model was developed based on the findings. Potential policy and managerial implications were discussed; possible areas for further studies were highlighted.

Keywords: sustainable consumption; drivers; Sub-Saharan Africa; academic staff; Nigeria.

DOI: 10.1504/IJSSOC.2018.096269

International Journal of Sustainable Society, 2018 Vol.10 No.3, pp.203 - 224

Received: 10 Jan 2018
Accepted: 20 Jun 2018

Published online: 19 Nov 2018 *

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