Aligning Sustainable Consumer Behaviour and Profitability of Listed Indigenous Small Businesses in Sub-Saharan Africa

Abstract

Small businesses play a vital role in the increasing emphasis on sustainability and the growing demands of environmentally conscious consumers; these efforts frequently fall short, as indicated by the rise of unsustainable practices within the small business ecosystem. Therefore, it is crucial to examine the impact of sustainable consumer behaviour on the profitability of selected listed indigenous small businesses in Nigeria, the most populous and biggest consumer market in Africa. The study population consists of staff of the selected small businesses in Nigeria. Data were analyzed using descriptive and inferential (linear regression) statistics at 5% significance level. The study found that sustainable consumer behaviour has no positive and significant effect on the profitability of selected small businesses in Nigeria. The study highlights and recommends that small businesses should continue to leverage various sustainable marketing strategies and awareness to reconcile consumer behaviour and environmental responsibility and align this with the economic goals of the businesses.