Saudi women’s attitude towards environmental marketing and its relationship to purchasing behavior

This study explores the consumer’s attitude toward environmental marketing. Specifically, it investigates the effect of eco-labels, green brands, and environmental marketing on Saudi women’s purchasing behavior, where green consumerism is less established. To this end, data were collected from 377 respondents via an online survey, and a structural equation modeling approach was used for analysis. The results showed that eco-labeling significantly impacts green purchasing behavior, while the effects of green brands, and environmental marketing were not statistically significant. These findings underscore the crucial role of clear and credible eco-labels in encouraging sustainable consumption within the Saudi market. They provide important insights for businesses and policymakers working to foster sustainability in the region and emphasize the need for additional research on green consumer behavior in developing countries.