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

  • Hawazin AlzubaidiEmail author
Part of the Advances in Theory and Practice of Emerging Markets book series (ATPEM)


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.


Pro-environmental behaviour (PEBs) Social media influence Perceived consumer effectiveness Universal eco-labelling Saudi Arabia 



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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© Springer Nature Switzerland AG 2020

Authors and Affiliations

  1. 1.Management and MarketingUmm Al-Qura UniversityMakkahSaudi Arabia

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