ROLE OF SOCIAL MEDIA IN SHAPING CONSUMER INTENTIONS TO BUY SUSTAINABLE QUALITY GOODS IN SAUDI ARABIA
Hasan Beyari
Abstract: Growing environmental awareness has spurred interest in sustainable products, including among consumers in Saudi Arabia. Social media platforms like Twitter, Instagram, and Facebook play a pivotal role in shaping consumer behaviour and influencing sustainable purchasing decisions. The study emphasises that consumer behaviour in sustainability contexts is complex and multifaceted, requiring more than generic messaging. To effectively promote sustainable consumption, it advocates for targeted, content-driven strategies tailored to the Saudi context. These strategies should leverage the persuasive power of social media to engage users meaningfully and foster long-term behavioural change. By aligning sustainability messaging with cultural values and digital habits, marketers and policymakers can enhance the impact of their campaigns. Ultimately, the integration of nuanced consumer insights with strategic digital engagement is key to advancing sustainability goals in Saudi Arabia's evolving marketplace. This approach can help bridge the gap between awareness and action, turning intention into consistent, eco-conscious purchasing behaviour.
Keywords: Social media, Intention to buy sustainable goods, Demographics, Saudi Arabia
DOI: 10.24874/IJQR19.04-14
Recieved: 20.09.2024 Accepted: 07.04.2025 UDC:
Reads: 1692 
