Factors Affecting Consumers’ Pro-environmental Behaviours in Saudi Arabia

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


Major environmental issues are considered to be 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 contributes to the marketing literature from a non-Western perspective. Review of the concepts associated with consumers’ PEBs highlights numerous factors connected with consumers’ PEBs in Saudi Arabia including materialism, social norms, and perceived consumer effectiveness (PCE). The extensive review of relevant literature provides a useful first glimpse to inform marketing strategies harnessing PEBs in the emerging markets and offers a starting point for further qualitative and quantitative research.


Pro-environmental behaviour (PEBs) Materialism Social norms Perceived consumer effectiveness (PCE) Saudi Arabia 



Grateful thanks go to my supervisors, 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 in improving the content of this chapter.


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Copyright information

© Springer International Publishing AG, part of Springer Nature 2018

Authors and Affiliations

  1. 1.Emerging Markets Research Centre (EMaRC), School of Management, Swansea University Bay CampusSwanseaUK

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