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The Process Through Which Young Adults Form Attitudes Towards Sustainable Products Through Social Media Exposure in Kuwait

Author

Listed:
  • Khalida Al-Kenane

    (Business Administration Department, Gulf University for Science and Technology, Mubarak Al-Abdullah 32093, Kuwait)

  • Ahmed Almoraish

    (Department of Marketing and Strategy, Cardiff University, Cardiff CF10 3EU, UK)

  • Dalal Al-Enezi

    (Business Department, Kuwait College of Science and Technology, Doha 35004, Kuwait)

  • Awrad Al-Matrouk

    (Brokerage, National Bank of Kuwait, Kuwait City 13050, Kuwait)

  • Nour AlBuloushi

    (Business Administration Department, Gulf University for Science and Technology, Mubarak Al-Abdullah 32093, Kuwait)

  • Faisal AlReshaid

    (College of Business & Economics, American University of Kuwait, Safat 13034, Kuwait)

Abstract

This study investigates how social media exposure shapes young adults’ attitudes and intentions toward sustainable products in Kuwait—a high-income, oil-dependent context undergoing a digital and cultural shift. Integrating the Theory of Planned Behavior (TPB) and the Elaboration Likelihood Model (ELM), the research explores the mediating roles of environmental responsibility, social influence, and consumer attitudes in the formation of sustainable purchase intentions. Data were collected via an online survey of 702 respondents aged 18–30 and analyzed using structural equation modeling (SEM). The findings reveal that social media usage significantly influences sustainable purchase intention, social influence, and consumer attitudes. Environmental responsibility emerges as a key driver of both attitudinal and normative pathways. Notably, the study finds no direct link between consumer attitude and intention, highlighting a persistent attitude–behavior gap. The results offer theoretical insights into digital persuasion and normative influence while providing practical guidance for marketers and policymakers promoting sustainability in digitally connected, non-Western societies.

Suggested Citation

  • Khalida Al-Kenane & Ahmed Almoraish & Dalal Al-Enezi & Awrad Al-Matrouk & Nour AlBuloushi & Faisal AlReshaid, 2025. "The Process Through Which Young Adults Form Attitudes Towards Sustainable Products Through Social Media Exposure in Kuwait," Sustainability, MDPI, vol. 17(10), pages 1-19, May.
    • Handle: RePEc:gam:jsusta:v:17:y:2025:i:10:p:4442-:d:1655082
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    References listed on IDEAS

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