Consumption Values and Green Purchase Behaviour among University of Uyo Students in Akwa Ibom State, Nigeria

The need to maintain a healthy lifestyle has led to a significant increase in the demand for goods and services that are environmentally friendly. However, previous investigations suggest that not only companies and the government, but also students, who play a significant role in consumption activities, should initiate solutions to environmental issues. In this study, the researchers investigate the influence of consumption values (functional, social, emotional, conditional, and epistemic) on the green purchase behaviour of university students in Akwa Ibom State, Nigeria. A cross-sectional research design was adopted for this study. A simple random sampling technique was used to draw 400 students from selected faculties of the University of Uyo. A structured questionnaire measured on a five-point Likert scale was used to collect data from the respondents. The collected data were tested and analysed using a simple linear regression approach. Findings from the study show that consumption values (functional value, social value, emotional value, conditional value, and epistemic value) have a significant influence on the green purchase behaviour of students in Akwa Ibom State. The researchers recommend that students should develop strategies that will improve their consumption behaviour towards purchasing environmentally friendly products.