OZURU Henry Nmelisi
Department of Marketing
Faculty of Management Sciences
University of Port Harcourt Choba, Port Harcourt
henry.ozuru@uniport.edu.ng
CHUKWUMA Nnenna Nancy
Department of Business Administration
Faculty of Management Sciences
National Open University of Nigeria
chukwuma@noun.edu.ng
AWAH Chibuike Kalu
Department of Marketing
Faculty of Management Sciences
University of Port Harcourt Choba, Port Harcourt
chibuikeawah@yahoo.com
ABSTRACT
This study examined the relationship between spiral consumption and consumer sustainability. Spiral consumption was decomposed into repetitive consumption and acquisitive consumption; while consumer sustainability was proxied by consumer attitude and aspirational consumption. Academic Staff in University of Port Harcourt constituted the population of the study. 353 respondents were arrived at, using cluster sampling technique. A cross sectional survey design was adopted in the study. To test the hypotheses, Pearson Product Moment Correlation and partial correlation were adopted. The results showed that a positive relationship exists between dimensions of spiral consumption and measures of consumer sustainability. The study therefore concludes that spiral consumption significantly relate to consumer sustainability; and recommends that consumers should watch their consuming attitude and know when to spend and how to spend.
Keywords: Spiral consumption, consumer sustainability, repetitive consumption, aspirational consumption,
acquisitive consumption, consumer attitude, naira redesign