Determinants of Intentions towards Sustainable Consumption among University Students in Nigeria: The Role of Sustainability-oriented Marketing Education and Morality

Abstract

Education and moral values influence human behaviour, including intention to engage in actions that are beneficial to the society. Increasing research effort has recently focused on sustainable human behaviour, but research that explores the role of sustainability-oriented marketing education (SME) and morality in stimulating sustainable actions, such as sustainable consumption, seems to be missing in the literature. The purpose of this research is to examine how SME and morality influence sustainable consumption intentions among university students, basing on an extended theory of planned behaviour. An online quantitative survey of Management Science students in Nigerian Universities was conducted. Data analysis was based on the SmartPLS structural equation modeling. Findings suggest that SME relates positively with all the constructs, while morality influences sustainable consumption intention and fully mediates the relationship between SME and sustainable consumption intention. However, attitude, subjective norms and perceived behavioural control emerged as non-significant determinants of sustainable consumption intention.