Impact of Environmental Knowledge and Attitude on Sustainable Consumption Behaviours of Youths in Ogbomoso, Nigeria

Over the last decade, consumption of goods and services has significantly increased globally, resulting in the depletion of natural resources and environmental deterioration. As consumers significantly influence environmental damage, they may also mitigate it by opting for products that are sustainable. As such, more customers are becoming aware of the importance of environmental protection, recognising the harmful effects of everyday products and consumption habits on the environment. Examining the sustainable buying behaviour of the younger generation is crucial, since they embody the future customers, employees, and entrepreneurs of the present time. In Nigeria, 45.46% of the total population constitute the youth making them the most important demographic group in the country. This study which aims at assessing the impact of environmental knowledge and attitude on sustainable consumption behaviours of youth in Ogbomoso sampled 240 youths in the city using random sampling. The study made use of both descriptive and inferential statistics to analyse the quantitative data and test the research hypothesis for the study. A growing positive attitude for environmental protection was discovered as the majority believes their actions can make a difference in addressing environmental issues. This reality has altered the youth consumption patterns as they often purchase goods/products labeled as environmentally friendly, sustainable or green. On the contrary, this study found that the relationship between environmental knowledge and attitudes and sustainable consumption behaviour of youth in Ogbomoso is weak and does not significantly predict sustainable consumption behaviour. This study recommends policy intervention and provision of practical incentives for production and consumption of sustainable products.