A recent study by Nigerian academic, Dr Samuel Chukwudi Ilodigwe, suggests that Lagos consumers are increasingly shaping the adoption of sustainable practices in commerce, challenging assumptions about the relevance of environmental consciousness in emerging economies.

Dr. Ilodigwe, a lecturer in Marketing and Consumer Studies at the University of Ibadan, presented findings in a peer-reviewed paper published in the Sri Lanka Journal of Marketing (Vol. 9, No. 3, 2023), examining how sustainability-focused advertising influences consumer behaviour. The study surveyed 448 residents of Lagos, Africa’s largest city by population, and explored awareness, engagement, and willingness to purchase products promoted through sustainable campaigns.

The results indicate that 59.8 per cent of respondents had average awareness of sustainable marketing, while 37.7 per cent demonstrated high awareness. Engagement appeared strong, with more than 64 per cent reporting a high willingness to buy products linked to sustainable initiatives, nearly 30 per cent showing moderate willingness, and only six per cent demonstrating low engagement. “Contrary to the belief that sustainability is only a concern for affluent consumers, our data indicate that eco-consciousness is widely embraced across demographic lines,” Dr Ilodigwe said. “Nigerian consumers are increasingly prepared to back ethical commitments with purchasing power.”

The research found no significant differences in awareness or engagement across gender or income groups, suggesting that environmentally responsible consumption is cutting across Nigeria’s socio-economic spectrum.

Lagos, which contributes more than 26 per cent of Nigeria’s GDP, serves as a significant indicator for national consumer trends. The study notes that if sustainable marketing can thrive in Lagos, it could signal a potential shift in consumption patterns across the continent. Businesses such as Unilever, which have invested in ethical sourcing and eco-friendly packaging in Nigeria, now have empirical evidence supporting their strategies, while local small and medium-sized enterprises are adapting to increased consumer demand for transparency and sustainability.

Dr. Ilodigwe said the study provides lessons for policymakers. “Scaling public education campaigns through digital and community platforms, incentivising affordable green alternatives, and implementing regulatory frameworks to prevent misleading ‘greenwashing’ can protect consumers and strengthen Nigeria’s role in the global sustainability movement,” he said.

Despite challenges, including the higher costs of sustainable goods and gaps in environmental literacy outside urban centres, the study shows that consumers respond strongly when sustainability is linked to tangible benefits such as health, safety, and community well-being. The research indicates that effective messaging need not rely solely on abstract environmental ideals.

Dr. Ilodigwe also emphasised the broader implications of the findings for Africa’s engagement with the global sustainability agenda. “Africa is often portrayed as a passive recipient of external agendas, yet Nigerian consumers are actively embracing environmentally responsible consumption,” he said. “Lagos is generating evidence-based models that demonstrate that developing economies can be sites of innovation, agency, and leadership in the global green economy.”

The study concludes that sustainability is becoming an integral factor in consumer decision-making in Lagos, shaping the strategies of both businesses and policymakers. Companies that integrate local supply chains, innovate in product design, and communicate authentic environmental commitments may gain competitive advantages. Likewise, coordinated efforts between the private sector, research institutions, and civic organisations can ensure that sustainable initiatives are culturally relevant, locally resonant, and globally competitive.

In Lagos, the research suggests, environmentally responsible consumption is emerging as a mainstream expectation, with implications for commerce, governance, and Nigeria’s contribution to the United Nations Sustainable Development Goals.