June 2025 Edition

EXPLORING CONSUMER PERCEPTION TOWARDS GREEN CONSUMERISM IN LAGOS STATE NIGERIA

Pearse, Olugbenga PhD, Opele, Adedayo Mathias PhD & Oladoyinbo, Olufemi

Abstract

In today’s consumer dominated era, the curiosity and consumers perception towards green products consumption is evidence to be on the increase due to consumers’ behavioral changes and environmental consciousness couple with the recent pandemic that resulted in global economic shock and environmental problems. All these have caused a paradigm shift in consumer buying behavior and perception about green product and green consumerism in Lagos State. This study seek to explore consumer perception towards green consumerism in Lagos State, Nigeria. The study employs survey research design, through the administration of structured questionnaire on a purposely selected 200 respondents who are actively involved in green activities or green consumers in Lagos Nigeria. The findings reveal that consumer environmental knowledge and perceived values positively enhance the consumer’s perceptions about green consumerism, the joint effects of these antecedents have also induced positive changes about the acceptability of green products by the consumer’s. It is therefore concluded that these independent factors couple with the after effect of the pandemic have positively improve the consumer’s perception and knowledge of green consumerism. It is recommended that the government should formulate eco-friendly policies on green activities and the manufacturing outfits should embrace the production of wholesome green products that will improve the consumer’s wellbeing and achieve sustainable environmental performance.

Keywords

Consumer’s perception, green product, green product acceptability, pandemic, green consume, perceived value

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