RAISING SUSTAINABILITY AWARENESS THROUGH BRANDING: A STUDY OF CONSUMER PURCHASE DECISIONS AMONG UNIVERSITY STUDENTS IN OYO STATE, NIGERIA

Sustainable products are frequently perceived as expensive or luxurious and this is making price a decisive factor for many consumers. This study therefore investigated the influence of sustainable awareness through branding on consumer purchase decisions among students in Oyo State, Nigeria. The study adopted a quantitative research design and employed a structured questionnaire administered to 300 students who are consumers of Item7 Go foods across three selected Universities in Oyo State Nigeria. Chi-square was adopted in analyzing the data collected and the results revealed statistically significant relationships between the studied variables and purchasing decision. Specifically, brand transparency and authenticity showed a significant influence on students’ purchasing decisions (χ² = 81.06, df = 2, p < 0.05), indicating that students prefer brands that share truthful and open information about their products. Similarly, sustainability awareness raised through brand service quality significantly shaped purchasing behavior (χ² = 61.97, df = 2, p < 0.05), confirming that students are more inclined toward brands that promote eco-friendly and ethical practices. These findings highlight that while students are increasingly mindful of sustainability, economic realities and brand familiarity continue to influence final purchase choices. The study recommends that Brands should prioritize transparency in their marketing by clearly communicating their sustainability practices and product sourcing. Providing certifications or proof of sustainability efforts can build consumer trust, especially among students who value authenticity in branding.