Antecedents of Green Purchasing Behavior in the Arabic Gulf

Background: Despite consumers appearing to assign great importance to green purchasing and expecting companies to produce their goods in an environmentally friendly way, they do not always exhibit this positive attitude while making purchases. Focus: This paper aims to discuss the extent to which green purchasing behavior in the Arabic Gulf is affected by individuals’ perceived environmental attitudes, concern, perceived seriousness of environmental problems, perceived environmental responsibility, perceived self-identity in environmental protection, perceived social context in environmental protection, as well as demographics. Methods: The study adopted a quantitative research approach using a survey questionnaire on a sample of 324 individuals residing in different Arab countries in the Gulf area. A 5-point Likert scale was used. Path analysis was conducted to test and evaluate the hypothesized relationships among constructs. Results: The study found importantly, by using multiple regression analyses, that consumers’ environmental concern, self-identity in environmental protection, and social context in environmental protection are significant predictors of green purchasing behavior and can predict 38.9% of green purchasing behavior. Among demographic factors, gender showed a significant effect on green purchasing behavior. Importance to Social Marketing Field: The present study enhances the social marketing literature through the understanding of green purchasing behaviors from a perspective of non-Western countries. Recommendation for Research or Practice: This paper has significant managerial implications. The findings could help marketers and government in formulating strategies that encourage green purchasing behavior in the Arabic Gulf. Limitations: Although the current study shed some light on green purchasing behaviors in the Arabic Gulf, it did not focus on a particular type of green product; rather, it looked at green purchasing behavior in general.