FACTORS INFLUENCING ETHICAL CONSUMPTION BEHAVIOUR AMONG CONSUMERS IN NIGERIA

The intent of this study was to identify the factors that influence ethical consumption behavior among consumers in Nigeria. The Theory of Planned Behavior (TPB) was extended with the incorporation of environmental knowledge to underpin the theoretical base of the study. A descriptive research design was adopted to solicit data from respondents. Four hypotheses were tested using data collected from 193 residences in Nigeria. Multiple regression analysis was statistical instrument used in analyzing the relationship between the independent and dependent variables with the aid of (SPSS) 23. The findings show that subjective norm, perceived behavioral control and environmental knowledge has a significant positive influence on ethical consumption behavior. Attitude does not have significant influence on ethical consumption behavior. The outcome of the study provides insights to beverage industries to promote ethical consumption behavior in the cause of their business activities. The conclusion of the study shows that Nigerian consumers are now aware of the benefit of ethical consumption behavior. We therefore suggest that Non-Governmental organizations(NGO) can assist in ensuring that consumers in the study area imbibe and maintain ethical consumption behavior.