Products made from recycled materials: a study of public perceptions and willingness to buy in Yola-Jimeta, northeastern Nigeria

Abstract

Products that are made from recycled materials or are sustainably produced are becoming more common and popular globally as people become more environmentally aware. However, these products are often expensive or not widely available. In developing countries, additional obstacles to adoption of such products are lack of awareness and affordability. In this study, I investigated public perceptions of, and willingness to buy, products made from recycled materials in Yola-Jimeta, northeastern Nigeria. Using a structured questionnaire, I interviewed 175 adult shoppers. Using cross-tabulations and logistic regression modeling, I evaluated the influence of demographic factors and level of environmental concern on how willing shoppers were to buy and pay more for three products (bag, basket, and mat) made from plastic bag waste. I also evaluated the role of an educational flyer in affecting public willingness to buy or pay more for these products. Household income was the only significant predictor of customers’ willingness to buy. People from wealthier households were more likely to buy environmentally friendly products even if they cost more. The flyer had a positive impact on respondents’ willingness to buy. This outcome supported my hypothesis that increased environmental awareness increases shoppers’ willingness to buy environmentally friendly products. However, only 49% of respondents in this study were willing to pay more; therefore, such increased awareness may not be enough to overcome financial obstacles. I recommend the sellers of the products carefully consider price and the socioeconomics of the region where the products are sold, as well as incorporate educational materials or programs into their marketing schemes.