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Erschienen in:
Return on Investment in Social Media Marketing: Literature Review and Suggestions for Future Research Kapitel lesen Erstes Kapitel lesen

2020 | OriginalPaper | Buchkapitel

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

verfasst von : Hawazin Alzubaidi

Erschienen in: Digital and Social Media Marketing

Verlag: 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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Vorheriges Kapitel Developing a Research Instrument to Study the Impact of Consumer Brand Perception, Consumer Brand Relationship and Consumer Buying Behaviour on Online Apparel Shopping
Nächstes Kapitel Materialism Effect on Apparel Collaborative Consumption Platform Usage: A Research Proposal
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Metadaten
Titel
A Qualitative Exploration of Consumers’ Pro-environmental Behaviours: Identifying Emerging Themes
verfasst von
Hawazin Alzubaidi
Copyright-Jahr
2020
Verlag
Springer International Publishing
Buch
Digital and Social Media Marketing

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

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

Copyright-Jahr: 2020

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

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