Evaluation of Consumer’s Response to Waste Disposal Symbols on Product Labels in Southern Nigeria

SOURCE:

Faculty: Management Sciences
Department: Marketing

CONTRIBUTORS:

Thompson, O. M.
Nkamnebe, A. D.

ABSTRACT:

Environmental labelling is done in order to encourage sustainable environmental consumption patterns and responsible environmental behaviour. This research is necessitated on the fact that despite the inscriptions “Dispose Properly”, “Help keep Nigeria tidy”, “Keep our environment clean” or “Recyclable” found on the labels of most fast moving consumer goods (FMCGs) sold in the country, it is noted that majority of Nigerian consumers do not dispose properly the packages of their food and drink items after consumption. This is evident after a rainfall, whereby our roads and gutters are littered with the packages of food and drink items consumed. This suggests that certain factors may be militating against the implementation of the waste disposal symbols and words on the labels of food and drink items consumed. Interestingly, very limited research attention has been directed at unraveling these factors in the Nigerian context. The broad objective of this study is to examine consumers’ response to waste disposal symbols and words on product labels. This study adopts descriptive research design which utilised survey research method, wherein questionnaire serves as method of collecting primary data. This study was also supported by secondary data. A total of 790 respondents were surveyed. Partial least squares Structural equation modelling (PLS-SEM) was adopted to analyse and test the hypothesised relationships between the variables in the research model. One of the major findings of the study is that despite consumers’ being aware and having understanding of the waste disposal symbols and words on the labels of food and drink items consumed, they do not exhibit responsible environmental behaviour because of the influence of situational factors. Also identified in this study is that possession of environmental knowledge does not lead to exhibiting responsible environmental behaviour. Based on the findings, the researcher concludes that; the reason majority of consumers’ in Southern Nigeria do not act responsibly toward the environment is because of the influence of situational factors. The researcher recommends among others; inclusion of incentive schemes to reward consumers returning their pet-bottles and cans and punitive measures for offending consumers’, the Public Private Partnership (PPP) synergy to achieve a clean and sustainable environment.