Environmental Awareness, Social Norms and Green Consumer Behaviour in Nigeria’s Fast Moving Consumer Goods Industry
DOI:
https://doi.org/10.17308/econ.2026.3/14216Keywords:
sustainable consumption, pro-environmental behavior, eco-labels, social influence, consumer attitudes, TPB, emerging marketsAbstract
Subject. The growing global environmental crisis has intensified the need for sustainable consumption patterns, making green consumer behavior a critical mechanism for addressing climate change, resource depletion, and environmental degradation.
Purpose. To examine the nexus between environmental awareness, social norms, and green consumer behavior in Nigeria’s FMCG market context.
Methodology. A quantitative research design was employed, targeting Nigerian consumers in the food and beverage industry aged 18 years and above. Primary data was garnered through copies of a structured questionnaire distributed to 362 respondents. The relationships between the variables were tested via simple linear regression analysis.
Results. Environmental awareness had a significant positive relationship with green consumer behavior (R = 0.718, R² = 0.516, p < 0.001), explaining 51.6% of the variance in green consumer behavior. Social norms also showed a significant positive influence on green consumer behavior (R = 0.695, R² = 0.483, p < 0.001), explaining 48.3% of the variance.
Conclusions. The study confirmed significant relationships between the predictor variables and green consumer behavior. The study confirms that both environmental awareness and social norms significantly impact green consumer behavior in the Nigerian context.
Downloads
References
Ahmad, W., & Zhang, Q. (2020). Green purchase intention: Effects of electronic service quality and customer green psychology. Journal of Cleaner Production, 267, 122053. DOI:10.1016/j.jclepro.2020.122053
Ahmed, N., Li, C., Khan, A., Qalati, S. A., Naz, Sh., & Rana, F. (2021). Purchase intention toward organic food among young consumers using theory of planned behavior: Role of environmental concerns and environmental awareness. Journal of Environmental Planning & Management, 64(5), 796–822. DOI: 10.1080/09640568.2020.1785404
Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. In: Kuhl, J., & Beckmann, J. (Eds.). Action control: From cognition to behavior. Berlin, Heidelberg: Springer, 11-39. DOI: 10.1007/978-3-642-69746-3_2
Ajzen, I. (2011). The theory of planned behavior: Reactions and reflections. Psychology & Health, 26(9), 1113–1127. DOI: 10.1080/08870446.2011.613995
AL-Ghaswyneh, O. F. M. (2019). Factors Affecting the Consumers Decision Behavior of Buying Green Products. Esic Market Economics and Business Journal, 50(163), 419-449. DOI: 10.7200/esicm.163.0502.4
Al-Kumaim, N. H., Shabbir, M. S., Alfarisi, S., Hassan, S. H., Alhazmi, A. K., Hishan, S. S., Al-Shami, S., Gazem, N. A., Mohammed, F., & Abu Al-Rejal, H. M. (2021). Fostering a clean and sustainable environment through green product purchasing behavior: Insights from Malaysian consumers' perspective. Sustainability, 13(22), 12585. DOI: 10.3390/su132212585
Ansu-Mensah, P. (2021). Green product awareness effect on green purchase intentions of university students’: An emerging market's perspective. Future Business Journal, 7(1), 48. DOI: 10.1186/s43093-021-00094-5
Bangsa, A. B., & Schlegelmilch, B. B. (2020). Linking sustainable product attributes and consumer decision-making: Insights from a systematic review. Journal of Cleaner Production, 245, 118902. DOI: 10.1016/j.jclepro.2019.118902
Catană, Ș. A., Toma, S. G., & Grădinaru, C. (2022). Circular economy applied to the automotive industry. Ovidius University Annals. Economic Sciences Series, 22(1), 516–520. DOI: 10.61801/OUAESS.2022.1.70
Cruz, Sh. M., & Manata, B. (2020). Measurement of environmental concern: A review and analysis. Frontiers in Psychology, 11, 363. DOI: 10.3389/fpsyg.2020.00363
Dangelico, R. M., Nonino, F., & Pompei, A. (2021). Which are the determinants of green purchase behaviour? A study of Italian consumers. Business Strategy and the Environment, 30(5), 2600–2620. DOI: 10.1002/bse.2766
Dekhili, S., & Nguyen, T. Ph. (2021). Green consumption in Vietnam: Effects of eco-certification, brand, and moderate incongruity of their origins on purchase intent. Recherche et Applications en Marketing, 36(3), 25–49. DOI: 10.1177/2051570720984158
Duong, C. D., Doan, X. H., Vu, D. M., Ha, N. T., & Dam, K. V. (2026). The role of perceived environmental responsibility and environmental concern on shaping green purchase intention. Vision, 30(1), 63-77. DOI: 10.1177/09722629221092117
Finishtya, F. C., Sriniyati, S., & Khasanah, E. N. (2021). Does Corporate Social Responsibility, Corporate Governance And Profitability Affect Earnings Management? Evidence From Manufacturing Firms In Indonesia. Master Jurnal Manajemen dan Bisnis Terapan, 1(2), 69-84.
Ham, Ch. D., Chung, Un. Ch., Kim, W. J., Lee, S. Y., & Oh, S. H. (2022). Greener than others? Exploring generational differences in green purchase intent. International Journal of Market Research, 64(3), 376–396. DOI: 10.1177/14707853211034108
Huong, Ta. T., Shah, I. H., & Park, H. S. (2021). Decarbonization of Vietnam's economy: Decomposing the drivers for low-carbon growth. Environmental Science and Pollution Research, 28(1), 518–529. DOI: 10.1007/s11356-020-10481-0
Khan, M. Sh., Saengon, P., & Alganad, A. M. N., Chongcharoen, D., & Farrukh, M. (2020). Consumer green behavior: An approach towards environmental sustainability. Sustainable Development, 28(5), 1168–1180. DOI: 10.1002/sd.2066
Kwon, J., & Ahn, J. (2021). Socio-demographic characteristics and green consumption behavior in developing countries: The case of Malaysia. Social Responsibility Journal, 17(8), 1213-1231. DOI: 10.1108/SRJ-02-2020-0071
Liu, A., Ma, E., Qu, H., & Ryan, B. (2020). Daily green behavior as an antecedent and a moderator for visitors' pro-environmental behaviors. Journal of Sustainable Tourism, 28(9), 1390–1408. DOI: 10.1080/09669582.2020.1741598
Mabkhot, H. (2024). Factors affecting millennials' green purchase behavior: Evidence from Saudi Arabia. Heliyon, 10(4), e25639. DOI: 10.1016/j.heliyon.2024.e25639
Meng, Bo., Chua, B.L., Ryu, H.B., & Han, H. (2020). Volunteer tourism (VT) traveler behavior: Merging norm activation model and theory of planned behavior. Journal of Sustainable Tourism, 28(12), 1947–1969. DOI: 10.1080/09669582.2020.1778010
Nguyen, L., Nguyen, V. T., & Hoang, U. T. (2021). Factors Influencing Consumer Behaviour Towards Green Consumption: An Empirical Study in Vietnam. The Journal of Asian Finance, Economics and Business, 8(10), 197–205. DOI: 10.13106/jafeb.2021.vol8.no10.0197
Nguyen, T. K. Ch., Nguyen, D. M., Trinh, V. T., Tran, T. Ph. D., & Cao, T. Ph. (2020). Factors affecting intention to purchase green products in Vietnam. Journal of Asian Finance, Economics and Business, 7(4), 205–211. DOI: 10.13106/jafeb.2020.Vol7.No4.205
Sathyapriya, P., & Sekar, P. (2020). Green product and consumer behavior: An analytical study. EPRA International Journal of Research and Development, 5(5), 536–540. DOI: 10.36713/epra4467
Sewwandi, J. P. N., & Dinesha, P. K. C. (2022). The impact of green marketing tools on green product purchase behavior: the moderation effect of consumer demographics. Asian Journal of Marketing Management, 1(1). DOI: 10.31357/ajmm.v1i01.5469
Shabnam, S., Quaddus, M., Roy, S. K., & Quazi, A. (2021). Consumer belief system and pro-environmental purchase intention: Does psychological distance intervene? Journal of Cleaner Production, 327, 129403. DOI:10.1016/j.jclepro.2021.129403
Siyal, S., Xin, C., Ahmed, M. J., Ahmad, R., & Khan, B. S. (2021). Factors influencing green purchase intention: Moderating role of green brand knowledge. International Journal of Environmental Research and Public Health, 18(20), 10762. DOI: 10.3390/ijerph182010762
Su, D. N., Duong, T. H., Thanh Tran Dinh, My., Nguyen-Phuoc, D. Q., & Johnson, L. W. (2021). Behavior towards shopping at retailers practicing sustainable grocery packaging: The influences of intra-personal and retailer-based contextual factors. Journal of Cleaner Production, 279, 123683. DOI: 10.1016/j.jclepro.2020.123683
Sulaymon, I. D., Mei, X., Yang, Sh., Chen, S., Zhang, Ya., Hopke, Ph. K., Schauer, Ja. J., & Zhang, Yu. (2020). PM2.5 in Abuja, Nigeria: Chemical characterization, source apportionment, temporal variations, transport pathways and the health risks assessment. Atmospheric Research, 237, 104833. DOI: 10.1016/j.atmosres.2019.104833
Tan, Zh., Sadiq, B., Bashir, T., Mahmood, H., & Rasool, Ya. (2022). Investigating the impact of green marketing components on purchase intention: The mediating role of brand image and brand trust. Sustainability, 14(10), 5939. DOI: 10.3390/su14105939
Tariq, A., & Gill, A. R. (2024). Socioeconomic Determinants of Green Purchasing Behavior: A Case Study of Multan District, Pakistan. Pakistan Journal of Social Sciences, 44(2), 261-271.
Thøgersen, J. (2006). Norms for environmentally responsible behaviour: An extended taxonomy. Journal of Environmental Psychology, 26(4), 247–264.
Yada, A. L., & Kumar, S. (2021). Demographic Controversies and Green Buying Intention: The Moderating Effects of Gender, Age, Income and Education. The journal of contemporary issues in business and government, 27(2), 6177-6198.
Zafar, A. U., Shen, J., Ashfaq, M., & Shahzad, M. (2021). Social media and sustainable purchasing attitude: Role of trust in social media and environmental effectiveness. Journal of Retailing and Consumer Services, 63, 102751. DOI: 10.1016/j.jretconser.2021.102751
Downloads
Published
Issue
Section
