Visitors' Willingness to Support and Purchase Eco-Labeled Products and Services at Olumirin Waterfalls, Osun State, Nigeria

Abstract

Eco-certifications (ECs) and ecolabels are essential tools for sustainable tourism because they shape travellers' habits by encouraging more environmentally friendly behaviours. However, little is known about their adoption in developing countries such as Nigeria. The present study aimed to fill this knowledge gap by investigating knowledge and appreciation perception, willingness to use and willingness to pay for eco-labelling (EL) and EC at the Olumirin Waterfalls in Nigeria.

Using the convenience sampling technique, 212 visitors were selected from the Olumirin water falls. Information on tourists’ socio-demographics was obtained. The scores computed from a well-validated scale for awareness of EC and EL were used to determine the respondents’ interest in eco-certified and eco-labelled products, the perceived benefits, and their willingness to use these products. The determinants of the willingness to use, and to pay for eco-certified and eco-labelled products were obtained. The data were analyzed  using descriptive statistics and multiple regression at α_0.05.

The majority were aged ≤30 years. The level of awareness was 53.3% of the respondents. Approximately 77.8% had favourable perceptions of eco-certification and ecolabelling, while 65.1% had high interest in eco-certified and eco-labelled products. Male (β = 9.85) and Christian (β = 10.20) individuals indicated greater willingness to use, whereas married individuals indicated lower willingness (β = -13.16). Males (β=9.85) and Christians (β=10.20) are more willing to pay for eco-certified products, while married individuals (β=−13.16) and those who perceive fewer benefits (β = −1.05) are less willing. More awareness in eco-certified and eco-labelled products is needed.