The objective of the study was to investigate the influence of eco-awareness on consumer buying behaviour of fast-moving consumer goods (FMCGs) in Akwa Ibom State. The survey research design was adopted to collect data from a sample of 384 respondents determined using the Walpole (1974) formula for unknown population and respondents were selected using convenience sampling technique. Data was collected through online Google form questionnaire and analyzed using tables and simple percentage. While hypotheses were tested using simple regression analysis with the help of SPSS 25. The results showed that each eco-awareness dimensions (environmental education, ecolabeling and attitude) had significant positive relationship with consumer buying
behaviour. The results revealed that the regression coefficient (R2) was =0.899, indicating that environmental education, eco-labeling and attitude combined to explain 89.9% variation in consumer’s buying behaviour of fast-moving consumer goods (FMCGs), while the remaining 10.1% variation in consumer’s buying behaviour could be as a result of factors that cannot be accounted for in this study. It was recommended amongst others that manufacturers, Government Agencies, NGOs and other stakeholders involved in environmental consciousness should raise awareness about the environmental impact of fast-moving consumer goods by teaching the people about sustainable practices, waste reduction, and the benefits of choosing eco-friendly products in Akwa Ibom State.
