Sustainable consumption behaviour is silently becoming a pivotal phenomenon in Nigeria and other Sub-Saharan Africa countries which arguably is affecting purchase patterns. Despite the amazing growing interest in sustainable consumption, minimal research attention has been invested in this domain to deepen and broaden understanding regarding those factors that culture sustainable consumption behaviour. Questionnaire served as data collection instrument from a sample of 3,495 academic staff randomly drawn from nine universities in Southern Nigeria. Data were analysed using structural equation modelling technique regarding hypothesised relations in the model.
Convergent and discriminant validity were checked; reliability was assessed to determine the internal consistency of the measurement items. Environmental
concern and educational level are primary drivers; health concern, income status, and quality insignificantly influence sustainable consumption. A sustainable consumption model was developed based on the findings. Potential
policy and managerial implications were discussed; possible areas for further studies were highlighte