Gender as Drivers of Sustainable Consumption Practices and Online Shopping Pattern of University of Lagos Students: Implications for Lifelong Learning in Sustainability

Abstract

This study investigates sustainable consumption practices and online shopping behaviours among University of Lagos students, focusing on the interplay between consumer attitudes, motivation, gender differences, and sustainability awareness. Employing a quantitative research design with data collected from 213 students through structured questionnaires, the study analyses how students’ online shopping frequency, willingness to pay for eco-friendly products, and gender influence sustainable consumption behaviours. Results indicate a positive correlation between online shopping frequency and sustainable consumption, with female students exhibiting greater motivation and engagement in eco-friendly purchasing than their male counterparts. These findings emphasise significant gender disparities in sustainability practices and highlight the importance of consumer motivation in promoting responsible consumption.  Importantly, the study frames these behaviours within the context of lifelong learning, emphasising the necessity of continuous education to deepen sustainability awareness and embed eco-conscious habits beyond the university environment. The research recommends targeted educational policies and programs that address motivational differences and leverage digital platforms to cultivate enduring, sustainable consumption patterns among youth. This study contributes to the growing discourse on sustainable consumption by linking consumer behaviour with lifelong learning imperatives, offering valuable insights for educators, policymakers, and marketers committed to advancing sustainability.