Sustainable Purchasing Behaviors in Generation Z: The Role of Social Identity and Behavioral Intentions in the Saudi Context

Islam Elgammal, Marwa Ghanem () and Obaid Al-Modaf
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Islam Elgammal: Business Administration Department, College of Business, University of Jeddah, Jeddah 23218, Saudi Arabia
Marwa Ghanem: Tourism Studies Department, Faculty of Tourism and Hotels, Suez Canal University, Ismailia 41522, Egypt
Obaid Al-Modaf: Sociology and Social Work Department, Faculty of Arts and Humanities, King Abdulaziz University, Jeddah 21589, Saudi Arabia

Sustainability, 2024, vol. 16, issue 11, 1-18

Abstract: This study investigates the sustainable purchasing behaviors of Generation Z in Saudi Arabia, providing an insightful exploration by integrating the theory of planned behavior and social identity approach. Through qualitative research, the study uncovers nuanced insights into the motivational factors and social dynamics influencing eco-friendly consumer choices among young adults. It highlights the importance of environmental consciousness, peer influence, and identity-based motivations in shaping sustainable purchasing patterns. The findings reveal that Generation Z’s decisions are significantly influenced by a combination of personal attitudes, perceived social norms, and identity-related aspirations towards sustainability. This research broadens the current understanding of green consumption in a culturally specific context, suggesting that young consumers’ sustainable behaviors are deeply intertwined with their social identities and environmental awareness. The implications of these findings are significant for policymakers, marketers, and manufacturers aiming to encourage eco-friendly practices among younger generations, highlighting the need for tailored strategies that resonate with their values and social identities.

Keywords: sustainable purchasing behavior; Generation Z; theory of planned behavior; social identity approach; consumer behavior; Saudi Arabia; eco-friendly practices; young consumers (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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