ECO-LABEL AND CONSUMER ADOPTION OF SUSTAINABLE PRODUCTS AMONG FEDERAL UNIVERSITES STAFF IN SOUTH EAST NIGERIA

The study examined eco-labels and consumer adopting of sustainable products in federal universities in south - east Nigeria. The study adopt cross sectional survey research design in providing answers to the seven (7) research questions, and testing the seven (7) hypotheses at 0.05% level of significance. The population of study is 384 teaching and non - teaching staff of federal universities in south east Nigeria. The data was collected using structured questionnaire instrument (Google form made available online). Face validated at the preliminary stage using exports in marketing and subsequently validated and proved reliable through confirmatory factor analysis. Again cronbach alpha was used to test the reliability of the research instrument. The data was analyzed using structured equation model (SEM) and regression analysis. The findings revealed that consumers awareness, perceived environmental concern and consumer attitude to eco-label have significant relationship with consumer adoption sustainable product, consumer knowledge and social influence have no significant relationship with consumer adoption of sustainable products. Age and marital status have positive relationship in consumer adoption of sustainable products. The moderating variable educational level have significant relationship on consumer awareness, perceived environmental concern, consumer attitude, consumer knowledge and social influence on consumer adoption sustainable products. Thus, it is recommended that adequate marketing communication be put in place to create and deepen the benefit of eco-label and sustainable products. Again, there should be holistic efforts by individuals, manufacturers and government on sustainability policy implementation to achieve environmental sustainability objective.