The growing environmental concerns and unsustainable consumption patterns in southwest Nigeria have led to an urgent need for eco-friendly alternatives, including recycle products. However, the limited adoption and market penetration of these products raise concerns about consumer acceptance and effective marketing strategies. This study investigates consumer perception and the marketability of recycled products in southwest Nigeria within the context of sustainable consumption. Specifically, it examines consumer awareness, attitudes, and willingness to purchase recycled products, and evaluates the influence of key marketing factors- branding, packaging and pricing- on their acceptance across various consumers segments. The study is grounded in the theory of planned behavior, which emphasizes the role of attitudes, subjective norms, and perceived behavioral control in shaping consumer decisions. A structured questionnaire was administered to a sample of 400 respondents selected through stratified sampling. Data were analyzed using descriptive statistics (means and standard deviation) and multiple regression analysis. Results revealed that while consumers generally exhibits positive attitudes toward the recycled product, awareness levels remain moderates, and willingness to purchase is strongly influenced by branding, packaging appeal, and pricing. Pricing, in particular, was the significant deterrent among lower’s income group, despite favorable perception of environmental benefits. Based on the findings, the study recommends that producers and marketers prioritize strategic branding and attractive, eco-culture packaging, while ensuring competitive pricing. Additionally, public awareness campaigns should be intensified to educate consumers on the environmental and economic benefits of recycled products. These measures are vital for enhancing marketability, increasing consumer adoption and promoting sustainable consumption individual.
Keywords: Branding, Consumer Perception, Packaging, Pricing, recycled products
