Factors Influencing Green Purchase Behavior among Young Consumers in Saudi Arabia

Abdulalem Mohammed, Abdo Homaid and Wail Alaswadi
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Abdulalem Mohammed: College of Science and Humanities- Shaqra University, Shaqra, KSA
Abdo Homaid: College of Science and Humanities- Shaqra University, Shaqra, KSA
Wail Alaswadi: College of Business Administration – Afif, Shaqra University, KSA

Transnational Marketing Journal, 2020, vol. 8, issue 1, 51-73

Abstract: For environmental and business reasons, understanding the consumer behaviour of the young towards green products is very important. Therefore, the main purpose of this study is to investigate the factors influencing green product buying intention and behaviour among young consumers in Saudi Arabia. The study has developed a set of hypotheses utilising the theory of planned behaviour (TPB) as a guiding principle. They were tested based on data collected from 257 individuals through the use of the Partial Least Square (PLS) method. The findings showed that a culture of collectivism was the best way to predict the green purchasing intentions of young Saudis, followed by a willingness to pay, environmental self-identity and peer pressure. Additionally, purchasing intention is a major factor influencing actual green purchasing behaviour.

Keywords: environmental self-identity; peer pressure; collectivism culture; green products; purchase intention; purchase behavior (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:mig:tmjrnl:v:8:y:2020:i:1:p:51-73

DOI: 10.33182/tmj.v8i1.887

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