SUSTAINABLE CONSUMPTION BEHAVIOUR AMID INFLATION: TRADE-OFFS AND SACRIFICES AMONG ACADEMIC STAFF IN TERTIARY INSTITUTIONS IN IMO AND ABIA STATES, NIGERIA

Abstract

This study examines sustainable consumption behaviour in the face of inflation, with a focus on trade-offs and sacrifices among academic staff of tertiary institutions in Imo and Abia States, Nigeria. Sustainable Consumption Behaviour Amid Inflation: Trade-Offs and Sacrifices Among Academic Staff in Tertiary Institutions in Imo and Abia States, Nigeria. The findings reveal that sustainable consumption awareness significantly impacts inflationary trade-offs, and that both sustainable consumption awareness and inflationary trade-offs significantly influence economic sacrifices. These results suggest that fostering sustainability consciousness among individuals enhances their resilience and decision-making during periods of financial volatility. The study underscores the critical importance of sustainability education, government involvement, and institutional support in promoting responsible consumption choices amid rising prices. Recommendations include integrating sustainable consumerism education into tertiary institution programs, launching public campaigns to raise awareness, and developing supportive welfare structures for academic personnel. The paper also advocates for policy reforms that embrace household-level sustainability practices as complementary tools for mitigating inflationary pressures. Theoretical, practical, and policy implications are examined, highlighting the necessity of aligning inflation management strategies with sustainable development goals. Ultimately, this research contributes to the growing literature on sustainable consumption behaviour in developing countries and suggests concrete pathways for building consumer resilience amid ongoing economic challenges.