Socio-Demographic Determinants and Sustainable Shoppers’ Behaviour among Emerging Retail Business Survival in North-Central Nigeria

Abstract

The rise in sustainability issues has increased concern in consumers’ shopping attitude, especially in emerging retail markets, it is against this backdrop that this study investigates the influence of socio-demographic determinants of sustainable shoppers’ behaviour on emerging retail business survival, with a specific focus on educational attainment and age influence as a dimension of socio-demographic. A cross-sectional research design was employed with data collected from the shoppers patronising the emerging retail outlets. A structured questionnaire of three hundred and eighty-four designed to capture the respondents' socio-demographic characteristics. The data were analysed using Partial Least Squares Structural Equation Modeling (PLS-SEM 4.0), which is suitable for predictive analysis and theory development. Study indicates that sustained patronage is increasingly linked to digital and social connectivity rather than conventional family standards. The research concludes that socio-demographic characteristics substantially influence the behaviour of sustainable consumers in the growing retail sector, with educational attainment and age-related factors enhancing loyalty and promoting patronage. The study recommended that emerging retail businesses should develop sustainability initiatives that align with educated consumers’ lifestyles and social values and retailers should invest in digital platforms, peer-driven promotions, and trend-relevant sustainable products targeted at younger consumers.