عادات المستهلك المستدامة والصديقة للبيئة في المملكة العربية السعودية

Abeer Abdullah Wazzan - Assistant Professor - Umm Al-Qura University - Saudi Arabia

Threats to both humans and the environment are posed by major environmental problems, which are thought to have their impact in consumer overconsumption brought on by rapid economic development in most developing nations. As a result, the Saudi Arabian government is working to strike a balance between the country's economic development and environmental problems to achieve sustainable economic growth. This has made it necessary to concentrate on Saudi Arabia consumers' pro-environmental behaviors (PEBs), but no previous research in this field has been done yet. Quantitative data are collected in Saudi Arabia using a survey method, with the dataset derived from 613 participants. The proposed conceptual model and associated hypotheses were tested using structural equation modelling. Based on these conclusions, the objective of this study is to investigate the elements influencing consumers' intentions to adopt PEBs in the kingdom of Saudi Arabia. According to the findings, Indirect-PEBs can affect Direct-PEBs in Saudi Arabia, demonstrating their distinction and highlighting the necessity of including both types of PEBs in future research.