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Sustainable Purchasing Behaviors in Generation Z: The Role of Social Identity and Behavioral Intentions in the Saudi Context

Author

Listed:
  • Islam Elgammal

    (Business Administration Department, College of Business, University of Jeddah, Jeddah 23218, Saudi Arabia)

  • Marwa Ghanem

    (Tourism Studies Department, Faculty of Tourism and Hotels, Suez Canal University, Ismailia 41522, Egypt)

  • Obaid Al-Modaf

    (Sociology and Social Work Department, Faculty of Arts and Humanities, King Abdulaziz University, Jeddah 21589, Saudi Arabia
    Social Work Department, College of Social Sciences, University of Jeddah, Jeddah 21589, Saudi Arabia)

Abstract

This study investigates the sustainable purchasing behaviors of Generation Z in Saudi Arabia, providing an insightful exploration by integrating the theory of planned behavior and social identity approach. Through qualitative research, the study uncovers nuanced insights into the motivational factors and social dynamics influencing eco-friendly consumer choices among young adults. It highlights the importance of environmental consciousness, peer influence, and identity-based motivations in shaping sustainable purchasing patterns. The findings reveal that Generation Z’s decisions are significantly influenced by a combination of personal attitudes, perceived social norms, and identity-related aspirations towards sustainability. This research broadens the current understanding of green consumption in a culturally specific context, suggesting that young consumers’ sustainable behaviors are deeply intertwined with their social identities and environmental awareness. The implications of these findings are significant for policymakers, marketers, and manufacturers aiming to encourage eco-friendly practices among younger generations, highlighting the need for tailored strategies that resonate with their values and social identities.

Suggested Citation

  • Islam Elgammal & Marwa Ghanem & Obaid Al-Modaf, 2024. "Sustainable Purchasing Behaviors in Generation Z: The Role of Social Identity and Behavioral Intentions in the Saudi Context," Sustainability, MDPI, vol. 16(11), pages 1-18, May.
    • Handle: RePEc:gam:jsusta:v:16:y:2024:i:11:p:4478-:d:1401589
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    References listed on IDEAS

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