1.1 Introduction
Sustainable consumption refers to the use of goods and services in ways that meet present needs while minimizing the depletion of natural resources, reducing pollution, and ensuring that future generations can also meet their needs (UNEP, 2010). It involves responsible decision-making by consumers, businesses, and governments to balance environmental, social, and economic considerations. Sustainable consumption goes beyond individual behavior, encompassing production processes, marketing strategies, and policy frameworks that encourage environmentally friendly and socially responsible practices (Jackson, 2019).
In recent years, global attention to sustainable consumption has increased due to the rising threats of climate change, environmental degradation, and unsustainable exploitation of natural resources. Consumers are now being encouraged to adopt eco-friendly products, reduce waste, and make informed choices that minimize environmental impact (Peattie & Crane, 2005).
As a prelude to other parts of this study, this chapter will discuss the background upon which this study was initiated, the statement of problems that led to this study, the Aim and Objectives of the study. Others are Significance of the study, Scope of work, Research hypothesis and questions, Limitation of the study and Definition of terms.
1.2 Background of Study
Sustainable consumption is increasingly recognized as a vital approach to achieving environmental preservation, social equity, and economic stability. According to the United Nations Environment Programme (UNEP, 2010), sustainable consumption involves using goods and services in a way that meets present needs without compromising the ability of future generations to meet their own. Jackson (2019) reported that consumer awareness and responsible decision-making are central to reducing environmental impacts and promoting sustainable lifestyles.
Peattie and Crane (2005) asserted that businesses play a critical role in facilitating sustainable consumption through green marketing, environmentally friendly production, and transparent reporting of their sustainability efforts. Thøgersen and Crompton (2009) stated that while consumers may express positive attitudes toward sustainability, a significant gap exists between intention and actual behavior, often referred to as the attitude-behavior gap. Vermeir and Verbeke (2006) affirmed that barriers such as high cost, limited availability of eco-friendly products, and lack of reliable information hinder consistent adoption of sustainable practices.
In the Nigerian context, sustainable consumption is gradually gaining attention, particularly in urban centers such as Lagos State. Researchers contend that rapid population growth, urbanization, and industrialization have increased the strain on natural resources, creating an urgent need for responsible consumption practices (Jackson, 2019; UNEP, 2010). Studies reported that while awareness of eco-friendly products and environmentally responsible behaviors is growing, practical implementation remains low due to economic, infrastructural, and informational constraints (Vermeir & Verbeke, 2006).
Sustainable consumption (SC) is widely considered as the driver of sustainable development (Abdulrazak & Quoquab, 2018; Barth et al., 2014; Bulut et al., 2017; Quoquab et al., 2019). The notion of SC is in line with the Sustainability Development Goal (SDG) 12, which envisages the attainment of sustainable consumption and production patterns (UN, 2016). It is argued that unless consumers adopt sustainable consumption, nations' sustainable development will be hindered (Farr, 2018; Hess, 2013). Different authors have defined Sustainable consumption differently. However, it generally suggests a consideration of basic human needs and an avoid ance of excessive consumption. It also focuses on car ing for environmental welfare and fulfilling the needs of future generations. In addition, it also considers quality of life over material standards of living (UNEP, 2010). Apart from the government or policy makers, consumers also play a major role in enhanc ing the sustainable development motto (Chekima et al., 2016; Kapoor & Dwivedi, 2020).
Consumption is central to all production so that individuals and households can have quality of life (Haron et al., 2005). However, in the process of meeting the ever growing consumer demand, the earth's vital resour ces are shrinking at an alarming rate (Alisat & Reimer, 2015; Bogueva et al., 2017). It is therefore incumbent on individuals to adopt “sustainable con sumption behavior (SCB)” and to make a conscious effort to avoid overconsumption and care-free con sumption, which can exert harmful effects on the environment. While the need for sustainable consumption is widely recognized by scholars, policymakers and practitioners around the world, research in this area is still in its infancy and many aspects remain to be covered. Furthermore, the discussion on this subject is largely fragmented. This study is set against the backdrop of these challenges and opportunities, seeking to explore consumer awareness, adoption factors, challenges, and interventions for sustainable consumption in Nigeria.
1.3 Statement of Problems
Investigation revealed that many consumers are aware of eco-friendly products and environmentally responsible behaviors, but this awareness is not consistently translated into actual purchasing practices. The attitude-behavior gap is evident, as consumers often express concern for environmental issues yet continue to engage in unsustainable consumption patterns due to convenience, cost, or limited access to green alternatives (Vermeir & Verbeke, 2006; Jackson, 2019).
Furthermore, organizations in Nigeria, including those operating within Lagos State, are slowly adopting sustainable practices, such as green marketing and environmentally friendly production processes. Nevertheless, challenges such as lack of proper regulatory enforcement, limited incentives for sustainable business practices, and insufficient transparency in corporate sustainability reporting hinder consistent implementation (Peattie & Crane, 2005; Thøgersen & Crompton, 2009). It is against this backdrop that this study seeks to investigate the awareness, adoption factors, challenges, and potential interventions for sustainable consumption in Nigeria, with a particular focus on both consumers and organizations.
1.4 Aim and Objectives of Study
The aim of the study is to determine the sustainable consumption in Nigeria economy. In achieving this aim, the following specific objectives were laid out as follows:
- To promote the re-use of and recycling of packaging and products to reduce solid waste and hazardous waste
- To encourage companies to incorporate social, cultural and environmental dimensions in their production and management processes and better management of the whole life cycle of products
- To ensure the right to information and promotion of environmental labeling and certification.
1.5 Research Questions
The study came up with research questions so as to be able to ascertain the above stated objectives. The specific research questions for the study are stated below as follows:
- Has the Sustainable Consumption concept emerged?
- Does the notion of sustainable consumption to be conceptualized in a holistic manner?
- What are the major facets of sustainable consumption?
- What theories are being considered in relation to this phenomenon?
- What are the predictors of sustainable consumption?
- What are the outcomes of sustainable consumption?
- What are the mediators/moderators that are being considered in relation to this concept?
1.6 Research Hypothesis
In order to pursue the objective of this study, the following generalized statements have been designed to guide and aids in obtaining the result for the experiment to be conducted. For this work, the null hypothesis will be represented with H0 while the alternative hypothesis will be represented with hypothesis H1.
- H0: Sustainable Consumption does not promote the re-use of and recycling of packaging and products to reduce solid waste and hazardous waste
- H1: Sustainable Consumption promotes the re-use of and recycling of packaging and products to reduce solid waste and hazardous waste
1.7 Significance of Study
The outcome of this research will guide policymakers in designing effective policies and regulations that promote sustainable consumption, such as incentives for eco-friendly products and frameworks for environmental education. The study will also benefit businesses and organizations by accentuating the importance of green marketing, sustainable production practices, and transparency in corporate sustainability efforts.
Furthermore, the research will educate and empower consumers, enabling them to make informed decisions that reduce environmental impact and promote social and economic well-being.
Lastly, the study will serve as a reference for future researchers, providing a foundation for further studies on sustainable consumption in Nigeria and similar contexts.
1.8 Scope of Study
This study focuses on sustainable consumption practices within Lagos State, Nigeria, with particular attention to both individual consumers and organizations operating in the region.
1.9 Limitations of the Study
During the course of this study, many things militated against its completion, some of which are:
- Time Constraint: The time frame given to accomplish this project was very short due to school academic calendar and it was carried out under pressure which made the researcher not to implement some necessary features.
- Financial Constraint: Insufficient fund tends to impede the efficiency of the researcher in sourcing for the relevant materials, literature or information and in the process of data collection (internet, questionnaire and interview).
1.10 Definition of Terms
Sustainable Consumption:
Sustainable consumption refers to the use of goods and services in ways that meet basic needs and improve quality of life while minimizing the use of natural resources, toxic materials, and emissions of waste and pollutants over the product lifecycle so as not to jeopardize the needs of future generations (UNEP, 2010). It emphasizes responsible decision-making by consumers, businesses, and governments to reduce environmental impact while supporting social and economic well-being.
Eco-friendly Products:
Eco-friendly products are goods produced, used, and disposed of in ways that do not harm the environment. These products often involve the use of renewable resources, reduced energy consumption, and minimal chemical additives, aiming to reduce carbon footprint and environmental degradation (Peattie & Crane, 2005).
Consumer Awareness:
Consumer awareness refers to the level of knowledge and understanding that individuals have regarding the environmental and social impacts of their consumption patterns. Higher awareness often leads to informed purchasing decisions that favor sustainability (Jackson, 2019).
Attitude-Behavior Gap:
The attitude-behavior gap, in the context of sustainable consumption, describes the discrepancy between consumers' expressed environmental concern or positive attitudes toward sustainable products and their actual purchasing behaviors (Vermeir & Verbeke, 2006).
Green Marketing:
Green marketing involves strategies employed by businesses to promote products and services based on their environmental benefits. This includes eco-labeling, advertising sustainable practices, and encouraging ethical consumption among consumers (Peattie & Crane, 2005).
Environmental Consciousness:
Environmental consciousness is the awareness of environmental issues and the personal responsibility to act in ways that protect natural resources and ecosystems. It influences consumer behavior, motivating individuals to adopt sustainable consumption practices (Thøgersen & Crompton, 2009).
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