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A Qualitative Exploration of Consumers’ Pro-environmental Behaviours: Identifying Emerging Themes

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Digital and Social Media Marketing

Part of the book series: Advances in Theory and Practice of Emerging Markets ((ATPEM))

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Abstract

Major environmental issues are considered partly rooted in consumer overconsumption. Although pro-environmental behaviours (PEBs) have been examined extensively in developed Western countries, researchers recommend future studies to investigate consumers’ PEBs in developing countries. Responding to these calls, this research aims to contribute to the marketing literature from a non-Western perspective through a qualitative exploration of the concepts associated with consumers’ PEBs in Saudi Arabia. Analysis of 16 interviews revealed that a number of themes are connected with Saudi consumers’ PEBs including social media, perceived consumer effectiveness, universal eco-labelling, and price. The rich data provides a useful first glimpse to inform marketing strategies harnessing PEBs in developing countries and a starting point for further quantitative exploration.

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Acknowledgement

Grateful thanks go to Dr. Emma Slade and Professor Yogesh K. Dwivedi who kindly gave me their time to make this chapter possible, I am really thankful for their valuable guidance, feedback, and advice that helped me improving the content of this chapter.

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Authors and Affiliations

  1. Management and Marketing, Umm Al-Qura University, Makkah, Saudi Arabia

    Hawazin Alzubaidi

Authors
  1. Hawazin Alzubaidi
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Correspondence to Hawazin Alzubaidi .

Editor information

Editors and Affiliations

  1. School of Management, University of Bradford, Bradford, UK

    Nripendra P. Rana

  2. School of EFM, University of Bristol, Bristol, UK

    Emma L. Slade

  3. Faculty of Management, Law and Social Sciences, University of Bradford, Bradford, UK

    Hatice Kizgin

  4. School of Management Studies, Motilal Nehru National Institute of Technology, Prayagraj, Uttar Pradesh, India

    Ganesh P. Sahu

  5. School of Business, Saint Louis University, St. Louis, MO, USA

    Nitish Singh

  6. Brunel Business School, Brunel University London, Uxbridge, Middlesex, UK

    Bidit Dey

  7. Business & Management, Regent’s University London, London, UK

    Anabel Gutierrez

  8. EMaRC, School of Management, Swansea University, Swansea, UK

    Yogesh K. Dwivedi

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Alzubaidi, H. (2020). A Qualitative Exploration of Consumers’ Pro-environmental Behaviours: Identifying Emerging Themes. In: Rana, N.P., et al. Digital and Social Media Marketing. Advances in Theory and Practice of Emerging Markets. Springer, Cham. https://doi.org/10.1007/978-3-030-24374-6_6

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