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Purchase Behaviour of Green Footwear in Saudi Arabia Using Theory of Planned Behaviour

Author

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  • Mosa Aseri

    (Department of Marketing, College of Business, King Abdulaziz University, Jeddah 21589, Saudi Arabia)

  • Zaid Ahmad Ansari

    (Department of Business Administration, College of Business and Economics, Qassim University, Buraydah 51452, Saudi Arabia)

Abstract

The study aimed to discover the factors influencing the purchase intention and purchase behaviour of customers for green footwear in the context of Saudi Arabia. The study used the theory of planned behaviour constructs, which was extended with two more variables, environmental consciousness, and health consciousness. It investigated the influence of health consciousness on green purchase intention and attitudes, as well as the influence of environmental consciousness on attitude, subjective norms, perceived behavioural control, and green purchase intention and behaviour of the customers. The results were drawn from empirical data collected from 419 respondents in Saudi Arabia by administering a structured questionnaire. The research model investigated the relationships among constructs by using a structural equation modelling approach. The results show that environmental consciousness influenced attitude, subjective norms, perceived behavioural control, and green purchase intention and behaviour. On the other hand, health consciousness influenced attitudes but showed no significant relationship with the green purchase intention of the customers. Furthermore, environmental consciousness, perceived behavioural control, attitude, and subjective norms showed a statistically significant relationship with green purchase intention for green footwear; however, perceived behavioural control failed to influence green purchase behaviour. The current study is the first of its kind on green footwear using the theory of planned behaviour. Additionally, this is the first study to be conducted in the context of Saudi Arabia. The originality of the study is reflected in the extension of the theory of planned behaviour model with the two constructs of environmental consciousness and health consciousness.

Suggested Citation

  • Mosa Aseri & Zaid Ahmad Ansari, 2023. "Purchase Behaviour of Green Footwear in Saudi Arabia Using Theory of Planned Behaviour," Sustainability, MDPI, vol. 15(6), pages 1-17, March.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:6:p:5045-:d:1095304
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    2. Vilma Tamuliene & Gonzalo Diaz-Meneses & Neringa Vilkaite-Vaitone, 2024. "The Cultural Roots of Green Stays: Understanding Touristic Accommodation Choices Through the Lens of the Theory of Planned Behavior," Sustainability, MDPI, vol. 16(22), pages 1-19, November.

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