This study examined the effect of culture on the consumption of consumer products in Cross River State. Consumer products were measured in terms of traditional attire, festive activities, African delicacies, and Nigerian films. The ecological theory was adopted as the underpinning theory for the study. It identifies environmental factors (culture) as the most important for organizational success. A cross-sectional survey research design was adopted for the study. A structured questionnaire was used to obtain primary data for the study with a sample size of 357. The data were analyzed using multiple regression analysis. Findings from the study revealed that cultural value, cultural norms and traditional beliefs had a significant effect on the consumption of consumer products in Cross River State. The study concluded that businesses must familiarize with the culture of people to ensure successful marketing efforts. It was recommended that organizations must be committed to the market and to the associated culture to establish a lasting relationship with consumers and enhance the consumption of their products. Also, companies should produce products with cultural appeals to encourage the patronage of made-in-Nigeria products that would effectively compete with foreign made products
