Sustainable Purchasing Behaviors in Generation Z: The Role of Social Identity and Behavioral Intentions in the Saudi Context
Abstract
:1. Introduction
2. Literature Review
2.1. The Sustainable Purchasing Behavior
2.2. Theory of Planned Behavior (TPB)
2.3. Social Identity Approach (SIA)
2.4. Research Methods
2.4.1. Procedures and Pilot Study
2.4.2. Data Interpretation: A Thematic Analysis Approach
- Initial Thematic Framework: Prior to data collection, an initial set of themes was developed based on a comprehensive literature review. This deductive step provided a preliminary structure for coding the data, focusing on areas such as attitudes, subjective norms, and perceived behavioral control, in line with the theory of planned behavior (TPB) and social identity approach (SIA).
- Inductive Thematic Analysis: Following data collection, we undertook an inductive analysis, allowing themes to emerge directly from the data. This involved carefully transcribing interviews, coding data iteratively, and identifying patterns and themes that reflected the participants’ perspectives on sustainable purchasing behaviors.
- Iterative Refinement: The initial themes served as a guide, but we remained open to new themes emerging from the data. Through an iterative process of coding and analysis, themes were refined, merged, or divided based on their relevance and depth in the data. This process ensured that our final thematic framework accurately represented the data while still being informed by our initial deductive framework.
- Translating Themes to the TPB/SIA Framework: After establishing the final set of themes, we mapped these back to the TPB and SIA frameworks to understand how each theme aligned with or extended these theoretical perspectives. This helped clarify the role of social identity, attitudes, and perceived behavioral control in shaping sustainable purchasing behaviors among Generation Z in Saudi Arabia.
3. Results and Discussion
3.1. TPB: Perceived Influences on Attitudes toward Sustainable Purchases
3.2. TPB: Subjective Norms
3.3. TPB: Perceived Behavioral Control Influence on Sustainable Purchasing Behavior
3.4. SIA: Community’s Role in Supporting Sustainability Purchases
3.5. SIA: Religion and Culture
3.6. Sustainability Knowledge and Awareness
3.7. SIA:The Saudi Community Habits and Prior Experince
3.8. SIA: Perceived Consumer Effectiveness
3.9. Gen Z’s Sustainable Purchasing Behavior
4. Theoretical Contribution
5. Practical Implications
6. Limitations and Future Research
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
Correction Statement
References
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|
Respondents | City | First Initials | Male/Female | Education | Age |
---|---|---|---|---|---|
1 | Jeddah | R | F | Master | 25 |
2 | Jeddah | B | F | Bachelor | 24 |
3 | Riyadh | O | F | Bachelor | 20 |
4 | Madinah | L | F | Bachelor | 19 |
5 | Riyadh | Sh | F | Bachelor | 20 |
6 | Riyadh | A | M | Bachelor | 25 |
7 | Riyadh | S | F | Bachelor | 19 |
8 | Tabouk | R | F | Bachelor | 19 |
9 | Jeddah | E | F | PhD | 28 |
10 | Jeddah | Ab | M | Bachelor | 26 |
11 | Jeddah | H | M | Bachelor | 27 |
12 | Riyadh | F | M | Master | 27 |
13 | Jeddah | J | F | Bachelor | 22 |
14 | Jeddah | B | M | Bachelor | 24 |
15 | Jeddah | F | F | Bachelor | 21 |
16 | Jeddah | N | F | Bachelor | 22 |
17 | Jeddah | R | M | Bachelor | 28 |
18 | Riyadh | A | M | Bachelor | 24 |
Themes | Example of Quotations |
---|---|
Reuse | Having a sustainable purchasing behavior does not always imply wasting a lot of money; there are simple alternatives, such as: “Instead of buying plastic cups regularly, I use my washable glass cup.” (Interview 3, O/F, 20Y) “I go to the grocery store more often with cloth bags than plastic ones.” (Interview 7, S/F, 19Y) “I occasionally buy goods from a used, secondhand store, especially toys.” (Interview 8, R/F, 19Y) |
Repurposing | “I save and sterilize the plastic bags I get from mall purchases to make them into something unique that I can use whenever I want.” (Interview 9, E/F, 28Y) “I turned glass chocolate containers into rose holders. I use plastic from empty water can lids to create paintings; in college, we used the lids to create a painting of a tree and its branches.” (Interview 2, B/F, 24Y) |
Avoid | “I don’t purchase any apparel made of animal skin because I believe those species may be in danger of going extinct.” (Interview 4, L/F, 19Y) “I try not to buy non-sustainable goods; I look for information about the production and recycling processes of the food, clothing, and footwear I buy.” (Interview 11, H/M, 27Y) “Since money is a blessing; I never purchase supplies or goods that I don’t need just because they’re on sale.” (Interview 17, R/M, 28Y) |
Purchase Sustainably | “I’m buying only makeup that has not been subjected to animal testing.” (Interview 16, N/F, 22Y) “I make an effort to support sustainability by buying recyclable goods.” (Interview 15, F/F, 21Y) “When making a purchase, I take the product’s need, quality, and price value into account.” (Interview 14, B/M, 24Y) |
Recycle | “I shop at a specific supermarket in Saudi Arabia because they use recyclable plastic bags.” (Interview 11, H/M, 27Y) |
Purchase Responsibly | “I try to support sustainable businesses and manufacturers that donate a portion of their profits to the environment, the underprivileged, and those in need rather than purchasing something that might harm others.” (Interview 12, F/M, 27Y). “I don’t purchase fur because it involves the mistreatment and killing of animals. Also, I consider the item’s price in relation to its quality because there is a concept known as financial sustainability.” (Interview 5, Sh/F, 20Y). “I always purchase energy-saving appliances, such as household bulbs.” (Interview 18, A/M, 24Y) |
Supporting Local and Sustainable Entrepreneurs | “I purchase from a Saudi entrepreneur who sells environmentally friendly and biodegradable packaged goods.” (Interview10, Ab/M, 26Y) “When I want to buy an imported product, I always look for a local substitute, especially from business owners who support sustainability.” (Interview 8, R/F, 19Y) “ I support local products through purchasing from productive families and farm markets.”(Interview 13, J/F, 22Y) |
Reducing Excessive Purchasing | “Although I love accessories and spend a lot of money on them, I have recently cut back on my purchases since learning about the concept of sustainability.” (Interview 3, O/F, 20Y) “I try to buy enough food for my family while making sure that we eat it all at the right time and before it expires. This is an example of my moral consumption.” (Interview18, A/M, 24Y) |
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Elgammal, I.; Ghanem, M.; Al-Modaf, O. Sustainable Purchasing Behaviors in Generation Z: The Role of Social Identity and Behavioral Intentions in the Saudi Context. Sustainability 2024, 16, 4478. https://doi.org/10.3390/su16114478
Elgammal I, Ghanem M, Al-Modaf O. Sustainable Purchasing Behaviors in Generation Z: The Role of Social Identity and Behavioral Intentions in the Saudi Context. Sustainability. 2024; 16(11):4478. https://doi.org/10.3390/su16114478
Chicago/Turabian StyleElgammal, Islam, Marwa Ghanem, and Obaid Al-Modaf. 2024. "Sustainable Purchasing Behaviors in Generation Z: The Role of Social Identity and Behavioral Intentions in the Saudi Context" Sustainability 16, no. 11: 4478. https://doi.org/10.3390/su16114478