Assessing the Infuence of Consumer Buying Behaviour towards Sustainable Products and Its Implications For Entrepreneurs. Evidence from Developing Countries
Main Article Content
Abstract
The objective of this study was to assess the influence of consumer behavior towards sustainable products and its implications for entrepreneurs with focus on developing countries. The study is survey research sampling the opinion of 100 consumers and entrepreneurs from Nigeria and Indonesia by online questionnaire to gather data on consumer attitudes and behaviors towards sustainable products, as well as entrepreneurs' experiences and challenges with sustainable business practices. The data obtained was analysed using descriptive and inferential statistics, correlation and regression analysis. The findings revealed that Entrepreneurs show moderate levels of motivation to adopt sustainable practices, driven potentially by regulatory compliance, customer demands, or ethical values. Also, Consumers often express concern for sustainability but don't consistently act on it, constrained by factors like price, convenience, or skepticism. Equally, consumers are increasingly demanding sustainable products, driven by environmental concerns, social responsibility, and personal values. However, entrepreneurs face challenges in implementing sustainable business practices, including higher costs, lack of expertise, and difficulty getting the materials needed. The study therefore among others recommended that Entrepreneurs in developing countries need to integrate sustainability into their core strategies to mitigate challenges and align with market demands. Also, Policymakers and industry advisors should focus on reducing entry barriers, such as offering financial incentives or technical support for measuring and implementing sustainability. They should also develop and implement policies that support sustainable business practices, provide education and training programs for businesses, and promote sustainability awareness and education among consumers and the society in line with United Nations SDG 12 (Responsible consumption and Production).
Downloads
Article Details
References
17(1), 1-91.
Casalegno, C., & Candelo, E. (2020). Generational differences in sustainable consumption: Exploring the role of environmental attitudes and knowledge. Journal of Consumer. Marketing, 37(2), PP;179–191. DOI:[10.1108/JCM- 1120193514](https://doi.org/10.1108/JCM-11-2019-3514)
Deverell, R. (2020). Earth Day 2020 could mark the year we stop taking the planet for granted. Retrieved from https://www.theguardian.com/environment/2020/apr/22/earthday-2020could-mark-the-year-we-stop-taking-the-planet-for-granted-aoe
Fernandes, A., & Gabriel , M. L. D. S. (2025). Consumer behavior and sustainability: What we know and what we need to know?. Journal of Sustainable Competitive Intelligence, 15(00), e0482. https://doi.org/10.24883/eagleSusainable.v15i.482
Fraj-Andrés, E., & Martinez, E. (2006). Environmental values and lifestyles as determining factors of ecological consumer behaviour: An empirical analysis. Journal of Consumer
Jiang, Y., Lee, K.-S., Jin, C.-H., & Kan, C. (2025). Sustainable Consumer Behavior in the Social Exclusion Context: Impact on Upcycled Product Adoption and Environmental Sustainability Metrics. Sustainability, 17(2), 647. https://doi.org/10.3390/su17020647
Khalufi, N. A. M., Sheikh, R. A., Khan, S. M. F. A., & Onn, C. W. (2025). Evaluating the Impact of Sustainability Practices on Customer Relationship Quality: An SEM-PLS Approach to Align with SDG. Sustainability, 17(2), 798. https://doi.org/10.3390/su17020798
Khuong, M. N., & Ngoc, T. M. (2021). Factors affecting the adoption of sustainable practices in SMEs: A case of developing countries. Retrieved from ResearchGate: [Link to article](https://www.researchgate.net)
Kumar, V., Lahiri, A., & Dogra, N. (2021). Sustainable entrepreneurship: A conceptual framework and research agenda. Retrieved from ResearchGate: [Link to article](https://www.researchgate.net)
Marketing, 23(3), 133-144. doi:10.1108/07363760610663295
Mason, M.C., Oduro, S., Umar, R.M. and Zamparo, G. (2023), "Effect of consumption values on consumer behavior: a Meta-analysis", Marketing Intelligence & Planning, Vol.
Nduji, R, Orji, M. G, Oriaku, C (2024) Assessing the Effectiveness of Green Business Practices on Nigerian Economic Sustainability: A Study of Dawaki Groups, Kano, Nigeria’Economit Journal: Scientific Journal of Accountancy, Management and Finance Vol. 4(2), PP: 116-130 DOI: https://doi.org/10.33258/economit.v4i2.1104
Neumann, H., Martinez, L., & Martinez, L. (2021). Sustainability efforts in the fast fashion industry: Consumer perception, trust and purchase intention. Sustainability Accounting, Management and Policy Journal, 12(3), 571-590. doi:10.1108/SAMPJ- 11-2019-0405.
Nizhum, T. Z (2024)The Determinants of Consumer Buying Behavior in Dhaka:A Cross-Sectional Study’ International Journal of Business and Economics Vol. 9, No. 2, 2024, pp. 35-53, https://ielas.org/ijbe/index.php/ijbe
Orji, M. G (2017) ‗Impact of Personality Factors on Consumer Buying Behaviour Towards Textile Materials in South Eastern Nigeria‘ PhD Thesis, Department of Business Administration, Ahmadu Bello University, Zaria, Nigeria
Orji, M. G (2023) Assessing Ethno-Religious and Political Violence as a Bane on the Performance and Sustainability of Small and Medium Scale Business Enterprises in Abuja Area Councils, Nigeria‘ Noble International Journal of Business and Management Research Vol. 07, No. 02, pp: 10-18, URL: www.napublisher.org
Orji, M. G (2024) Assessing the Sustainable Development Goals and Its Application in Nigeria‘ Britain International of Humanities and Social Sciences (BIoHS) Journal ;Vol. 6 (2)PP: 70-88
Orji, M. G, Ahmad, H. A, Dangana, A (2025) The Impact of Green Products on the Performance and Sustainability of Small and Medium Enterprises in Abuja, Nigeria’ Rowter Journal Vol. 4(2) PP: 83-96
Orji, M. G, Ahmad, H. A, Nduji, R (2024) The influence of climate change on business performance in the Riverine areas of South-South Region, Nigeria, Journal of Management and Science, 14(4) 2024 1-54. DOI: https://doi.org/10.26524/jms.14.42
Orji, M. G., Oyenuga M.O & Ahungwa A.I(2020). Effects of Sales Promotion on Consumer Buying Behaviour of Food Seasoning Among Nigerian Households: A Case Study of Nestle Maggi Naijapot. Budapest International Research and Critics Institute Journal(BIRCIJ ournal)Vol.3(1),134-139. Doi.org/10.33258/birci.v3i1.724
Orji, M.G, Akhimien, E, Nweke, P.I, Muhammad, R (2021) Effects of Physical Working Condition on Effective Teaching and Learning in Public Secondary Schools of Bwari Area Council Abuja, Nigeria’ Budapest International Research and Critics in Linguistics and Education (BirLE) Journal Volume 4 (3) PP: 1118-1128) www.bircu- journal.com/index.php/birle
Orji. M. G (2022) The Influence of Marketing Research on the Profitability of Nigerian Deposit Money Banks in Abuja, Nigeria’ Economit Journal: Scientific Journal of Accountancy, Management and Finance Vol. 2 (1),PP: 19-30; https://doi.org/10.33258/economit.v2i1.608
outbreak. Purakala 31 (20), 353–378.
Palmer, J. (2000). Challenges of environmental management in SMEs: A global perspective. Retrieved from ResearchGate:
Saeidi, S. P., Sofian, S., Saeidi, P., Saeidi, S. P., & Saaeidi, S. A. (2015). How does corporate social responsibility contribute to firm financial performance? The mediating role of competitive advantage, reputation, and customer satisfaction. Journal of Business Research, 68(2), 341-350. doi:10.1016/j.jbusres.2014.06.024
Sheth, J.N., Newman, B.I. and Gross, B.L. (1991), ―Why we buy what we buy: a theory of consumption values‖, Journal of Business Research, Vol. 22(2), PP. 159-170, doi: 10.1016/0148-2963(91)90050-8 study‘ Journal of foodservice business research https://doi.org/10.1080/15378020.2023.2205337
Trudel, R. (2019). Sustainable consumer behavior. Nature Sustainability, 2(5), 306–308. DOI:
Ukpaka, G.O. & Anetoh, J.C. (2025). Consumer purchase determinants and their influences on patronage of selected brands of bread in Anambra State of Nigeria. Journal of Business and African Economy, 11(4), 115-127
United Nations Environment Programme, 2017. Resource efficiency: potential and economic implications. A report of the International Resource Panel (Ekins, P., Hughes, N., et al.).
WCED. (1987). World commission on environment and development. Our common future,