With NGINX Docker image
Apply envsubst on template of the configuration file at container start. envsubst is included in official NGINX docker images.
Environment variable is referenced in a form $VARIABLE or ${VARIABLE}.
nginx.conf.template:
user  nginx;
worker_processes  1;
error_log  /var/log/nginx/error.log warn;
pid        /var/run/nginx.pid;
events {
    worker_connections  1024;
}
http {
    server {
        listen       80;
        location / {
            access_log off;
            return 200 '${MESSAGE}';
            add_header Content-Type text/plain;
        }
    }
}
Dockerfile:
FROM nginx:1.17.8-alpine
COPY ./nginx.conf.template /nginx.conf.template
CMD ["/bin/sh" , "-c" , "envsubst < /nginx.conf.template > /etc/nginx/nginx.conf && exec nginx -g 'daemon off;'"]
Build and run docker:
docker build -t foo .
docker run --rm -it --name foo -p 8080:80 -e MESSAGE="Hellou World" foo
NOTE:If config template contains dollar sign $ which should not be substituted then list all used variables as parameter of  envsubst so that only those are replaced. E.g.:
CMD ["/bin/sh" , "-c" , "envsubst '$USER_NAME $PASSWORD $KEY' < /nginx.conf.template > /etc/nginx/nginx.conf && exec nginx -g 'daemon off;'"]
Nginx Docker documentation for reference. Look for Using environment variables in nginx configuration.
Using environment variables in nginx configuration
Out-of-the-box, nginx doesn’t support environment variables inside
  most configuration blocks. But envsubst may be used as a workaround if
  you need to generate your nginx configuration dynamically before nginx
  starts.
Here is an example using docker-compose.yml:
web:
  image: nginx
  volumes:
    - ./mysite.template:/etc/nginx/conf.d/mysite.template
  ports:
    - "8080:80"
  environment:
    - NGINX_HOST=foobar.com
    - NGINX_PORT=80
  command: /bin/bash -c "envsubst < /etc/nginx/conf.d/mysite.template > /etc/nginx/conf.d/default.conf && exec nginx -g 'daemon off;'"
The mysite.template file may then contain variable references like
  this:
listen ${NGINX_PORT};