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Return on Investment in Social Media Marketing: Literature Review and Suggestions for Future Research Read chapter Read first chapter

2020 | OriginalPaper | Chapter

6. A Qualitative Exploration of Consumers’ Pro-environmental Behaviours: Identifying Emerging Themes

Author : Hawazin Alzubaidi

Published in: Digital and Social Media Marketing

Publisher: Springer International Publishing

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Abstract

Major environmental issues are considered 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 aims to contribute to the marketing literature from a non-Western perspective through a qualitative exploration of the concepts associated with consumers’ PEBs in Saudi Arabia. Analysis of 16 interviews revealed that a number of themes are connected with Saudi consumers’ PEBs including social media, perceived consumer effectiveness, universal eco-labelling, and price. The rich data provides a useful first glimpse to inform marketing strategies harnessing PEBs in developing countries and a starting point for further quantitative exploration.

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previous chapter Developing a Research Instrument to Study the Impact of Consumer Brand Perception, Consumer Brand Relationship and Consumer Buying Behaviour on Online Apparel Shopping
next chapter Materialism Effect on Apparel Collaborative Consumption Platform Usage: A Research Proposal
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Metadata
Title
A Qualitative Exploration of Consumers’ Pro-environmental Behaviours: Identifying Emerging Themes
Author
Hawazin Alzubaidi
Copyright Year
2020
Publisher
Springer International Publishing
Book
Digital and Social Media Marketing

Print ISBN: 978-3-030-24373-9

Electronic ISBN: 978-3-030-24374-6

Copyright Year: 2020

DOI
https://doi.org/10.1007/978-3-030-24374-6_6

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