Factors Influencing Green Purchase Behavior among Young Consumers in Saudi Arabia


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




environmental self-identity, peer pressure, collectivism culture, green products, purchase intention, purchase behavior


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.



How to Cite

Mohammed, A., Homaid, A. and Alaswadi, W. (2020) “Factors Influencing Green Purchase Behavior among Young Consumers in Saudi Arabia”, Transnational Marketing Journal. London, UK, 8(1), pp. 51–73. doi: 10.33182/tmj.v8i1.887.