Navigating Sustainable Consumption under Saudi Environmental Law
(Moral Conviction, Institutional Trust, and Cultural Negotiation among The Saudi Generation Z)
الكلمات المفتاحية:
Sustainable consumption, environmental law, Saudi Arabia, Theory of Planned Behavior (TBP), Generation Z, Vision 2030
الملخص
Sustainable consumption has become a cornerstone of environmental policy worldwide, yet the translation of sustainability awareness into consistent consumer behavior remains a persistent challenge. This qualitative study explores the perceptions and lives experiences of young Saudi consumers in relation to sustainable consumption and the emerging Saudi environmental legal framework. Based on twenty semi-structured interviews, the findings reveal six key barriers: Legal perception and institutional trust, cultural traditions and the paradox of generosity, structural and market constraints, selective commitment and moral conviction, legal perception and institutional trust. These factors illustrate a disconnect between individual environmental concern and structural enablers that could support sustainable consumer behavior. Theoretically guided by the Theory of Planned Behavior (TPB), the study situates personal attitudes and perceived behavioral control within the broader regulatory context of Saudi Arabia’s environmental law reforms under “Vision 2030”. The findings highlight a critical policy gap: while environmental regulations have advanced rapidly, enforcement mechanisms, market incentives, and cultural interventions remain insufficient to foster behavioral change among young consumers. The study contributes to the dialogue on consumer sustainability and environmental governance by emphasizing the need for legal, educational, and market-oriented strategies that jointly encourage sustainable lifestyles among the next generation of Saudi citizens.
المراجع
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8. Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative research in psychology, 3(2), 77-101.
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12. Dinh, T. M., Le Hoang, Q. C., Vu Hoang, H. D., Lao, T. K. L., & Pham, T. H. T. (2024). Do luxury brands have to trade off for sustainability?. Journal of Global Fashion Marketing, 15(4), 459-481.
13. Djafarova, E., & Foots, S. (2022). Exploring ethical consumption of generation Z: Theory of planned behaviour. Young Consumers, 23(3), 413-431.
14. Elgammal, I., & Al-Modaf, O. (2023). The antecedent of the sustainable purchasing attitudes among generation Z: a terror management theory perspective. Sustainability, 15(12), 9323.
15. Elgammal, I., & Jones, E. (2007). Using discourse analysis to explore the achievability of triple bottom line sustainability (TBLS): The case of the bluestone holiday village. Academic renewal: Innovation in leisure and tourism theories and methods, 2, LSA-97.
16. Elgammal, I., & Majeed, S. (2024). Social media influencer, sustainability communication, and consumer-brand relationship: an information quality perspective for sustainable destination brand marketing. In Consumer Brand Relationships in Tourism: An International Perspective (pp. 141-158). Cham: Springer Nature Switzerland.
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18. Elsharkawi, S., & Sun, J. (2025). The Motivation of Generation Z to Adopt Sustainable Fashion Practices, Including the Purchase of Secondhand Items. Environmental Science & Sustainable Development, 10(1), 93-101.
19. Font, X., Elgammal, I., & Lamond, I. (2017). Greenhushing: the deliberate under communicating of sustainability practices by tourism businesses. Journal of Sustainable Tourism, 25(7), 1007-1023.
20. Garai-Fodor, M. (2021). Food consumption patterns, in a values-based approach, for generation Z. Acta Polytechnica Hungarica, 18(11), 117-134.
21. Ghouse, S. M., Shekhar, R., & Chaudhary, M. (2024). Sustainable choices of Gen Y and Gen Z: exploring green horizons. Management & Sustainability: An Arab Review.
22. Gupta, S., & Ogden, D. T. (2009). To buy or not to buy? A social dilemma perspective on green buying. Journal of consumer marketing, 26(6), 376-391.
23. Gurova, O. (2024). Practice theory approach to Gen Z’s sustainable clothing consumption in Finland. Young consumers, 25(3), 289-307.
24. Halibas, A., Akram, U., Hoang, A. P., & Thi Hoang, M. D. (2025). Unveiling the future of responsible, sustainable, and ethical consumption: a bibliometric study on Gen Z and young consumers. Young Consumers, 26(7), 142-171.
25. Handoyo, S., & Anas, S. (2024). The effect of environmental, social, and governance (ESG) on firm performance: the moderating role of country regulatory quality and government effectiveness in ASEAN. Cogent Business & Management, 11(1), 2371071.
26. Israfilova, I., & Bian, Y. (2025). The Roots of Doubt: Unpacking Scepticism Towards Eco-Labeled Products.
27. Jackson, T. (2016). Prosperity without growth: Foundations for the economy of tomorrow. Routledge.
28. Kour, M. (2024). Understanding the drivers of green consumption: a study on consumer behavior, environmental ethics, and sustainable choices for achieving SDG 12. SN Business & Economics, 4(9), 97.
29. Kvale, S., & Brinkmann, S. (2009). Interviews: Learning the craft of qualitative research interviewing. sage.
30. Li, P., & Hassan, S. H. (2023). Mapping the literature on Gen Z purchasing behavior: A bibliometric analysis using VOSviewer. Innovative Marketing, 19(3), 62.
31. Lincoln, Y. and Guba. E.(1985). Naturalistic inquiry. Beverly Hills: Sage. Lincoln, Naturalistic Inquiry1985.
32. Lövbrand, E., Rindefjäll, T., & Nordqvist, J. (2009). Closing the legitimacy gap in global environmental governance? Lessons from the emerging CDM market. Global Environmental Politics, 9(2), 74-100.
33. Lunda, P. (2025). A Study on the Impact of Influencer Endorsement in Shaping Brand Perception Among Gen Z Consumers. Int. J. of Medical Science Research and Practice Vol, 12(5).
34. Mashishi, N. (2024). Mobile Banking Apps Curation: Assessing the Factors That Influence Mobile Banking’s Continuous Use Amongst Millennials and Generation Z (Master's thesis, University of the Witwatersrand, Johannesburg (South Africa)).
35. Miles, M. B., Huberman, A. M., & Saldana, J. (2014). Qualitative data analysis: A methods sourcebook. (No Title).
36. Mohammad, S., & Husted, B. W. (2019). Law‐abiding organizational climates in developing countries: The role of institutional factors and socially responsible organizational practices. Business Ethics: A European Review, 28(4), 476-493.
37. Musie, Y. (2025). A generations fight: Kenyan youth against corruption.: A field study on how Gen Z in Nairobi perceive and respond to corruption in their lives.
38. Öztürk, A., Akın, M. S., & Nandakumar, N. (2025). Investigating the Impact of Green Advertisements on Consumers' Sustainable Consumption Behaviors in Turkey. Recep Tayyip Erdoğan Üniversitesi Sosyal Bilimler Dergisi, 12(1), 133-151.
39. Parzonko, A. J., Balińska, A., & Sieczko, A. (2021). Pro-environmental behaviors of Generation Z in the context of the concept of homo socio-oeconomicus. Energies, 14(6), 1597.
40. Patton, M. Q. (2015). Qualitative Research & Evaluation Methods 4th Edition. Library of Congres Catalogue-in Publication Data.
41. Pinho, M., & Gomes, S. (2024). Environmental sustainability from a generational lens—A study comparing generation X, Y, and Z ecological commitment. Business and Society Review, 129(3), 349-372.
42. Popowicz, M., Pohlmann, A., Schöggl, J. P., & Baumgartner, R. J. (2025). Digital Product Passports as Information Providers for Consumers—The Case of Digital Battery Passports. Business Strategy and the Environment.
43. Salzman, J., & Ruhl, J. B. (2019). Currencies and the commodification of environmental law. In Environmental Law (pp. 3-90). Routledge.
44. Saudi and Middle East Green initiatives, (2025) available from: https://www.sgi.gov.sa/about-sgi/ Accessed on 1-6-2025
45. Saudi Environmental Law. (2021). Royal Decree No. M/165 of 1442H. Riyadh: Ministry of Environment, Water and Agriculture. Available from: Royal Decree No.M/165 of 2020 issuing the Environment Law. | UNEP Law and Environment Assistance Platform Accessed on 30-11-2025
46. Shanor, A., & Light, S. E. (2022). Greenwashing and the first amendment. Columbia Law Review, 122(7), 2033-2118.
47. Sharawi, H. (2024). Circular Economy Analysis as a Tool to Enhance Sustainability of Supply Chains in Kingdom Saudi Arabia and a Means to Achieve Saudi Vision 2030. Available at SSRN 5092544.
48. Somad, K. M., Abd, S., & Fatmasari, A. E. (2024). Predicting sustainable consumption behavior among generation Z: Role of nature relatedness and environmental concern. Psychological Research on Urban Society, 7(1), 4.
49. Tian, Y., & Feng, C. (2022). The internal-structural effects of different types of environmental regulations on China's green total-factor productivity. Energy Economics, 113, 106246.
50. Tolegenov, B., Rafif, K., Rafi, M., Herawati, R., Abdullah, A., & Sari, L. K. (2024). Digital Transparency and Consumer Awareness: Digital Platforms for Educating Consumers about Product Origins and Sustainability. AL-MUZARA'AH, 12(2), 277-287.
51. Van Nes, F., Abma, T., Jonsson, H., & Deeg, D. (2010). Language differences in qualitative research: is meaning lost in translation?. European journal of ageing, 7(4), 313-316.
52. White, K., Habib, R., & Hardisty, D. J. (2019). How to SHIFT consumer behaviors to be more sustainable: A literature review and guiding framework. Journal of marketing, 83(3), 22-49.
2. Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211.
3. Alhothali, G. T., Elgammal, I., & Mavondo, F. T. (2021). Religious servicescape and intention to revisit: potential mediators and moderators. Asia Pacific Journal of Tourism Research, 26(3), 308-328.
4. Alhothali, G. T., Mavondo, F., & Elgammal, I. (2023). Sustainability of religious travel and tourism: a profile deviation perspective. Journal of Islamic Marketing, 14(6), 1551-1576.
5. Badran, D. M. I., Khalid bin Saleh, Y., & Abdelhady, M. A. (2024). The Legal Challenges in Environmental Protection and Accountability: A Study in Saudi Law. Revista de Gestão Social e Ambiental, 18(9), 1-18.
6. Biswas, A., & Roy, M. (2015). Leveraging factors for sustained green consumption behavior based on consumption value perceptions: testing the structural model. Journal of Cleaner production, 95, 332-340.
7. Boström, M. (2006). Regulatory credibility and authority through inclusiveness: Standardization organizations in cases of eco-labelling. Organization, 13(3), 345-367.
8. Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative research in psychology, 3(2), 77-101.
9. Cammarota, A., & Branca, G. (2025). Generation Z consumers’ perspective: how and why should (not) brands engage in activism?. Italian Journal of Marketing, 2025(1), 21-50.
10. Creswell, J. W., & Poth, C. N. (2016). Qualitative inquiry and research design: Choosing among five approaches. Sage publications.
11. Denzin, N. K., & Lincoln, Y. S. (Eds.). (2011). The Sage handbook of qualitative research. sage.
12. Dinh, T. M., Le Hoang, Q. C., Vu Hoang, H. D., Lao, T. K. L., & Pham, T. H. T. (2024). Do luxury brands have to trade off for sustainability?. Journal of Global Fashion Marketing, 15(4), 459-481.
13. Djafarova, E., & Foots, S. (2022). Exploring ethical consumption of generation Z: Theory of planned behaviour. Young Consumers, 23(3), 413-431.
14. Elgammal, I., & Al-Modaf, O. (2023). The antecedent of the sustainable purchasing attitudes among generation Z: a terror management theory perspective. Sustainability, 15(12), 9323.
15. Elgammal, I., & Jones, E. (2007). Using discourse analysis to explore the achievability of triple bottom line sustainability (TBLS): The case of the bluestone holiday village. Academic renewal: Innovation in leisure and tourism theories and methods, 2, LSA-97.
16. Elgammal, I., & Majeed, S. (2024). Social media influencer, sustainability communication, and consumer-brand relationship: an information quality perspective for sustainable destination brand marketing. In Consumer Brand Relationships in Tourism: An International Perspective (pp. 141-158). Cham: Springer Nature Switzerland.
17. Elgammal, I., Ghanem, M., & Al-Modaf, O. (2024). Sustainable Purchasing Behaviors in Generation Z: The Role of Social Identity and Behavioral Intentions in the Saudi Context. Sustainability, 16(11), 4478.
18. Elsharkawi, S., & Sun, J. (2025). The Motivation of Generation Z to Adopt Sustainable Fashion Practices, Including the Purchase of Secondhand Items. Environmental Science & Sustainable Development, 10(1), 93-101.
19. Font, X., Elgammal, I., & Lamond, I. (2017). Greenhushing: the deliberate under communicating of sustainability practices by tourism businesses. Journal of Sustainable Tourism, 25(7), 1007-1023.
20. Garai-Fodor, M. (2021). Food consumption patterns, in a values-based approach, for generation Z. Acta Polytechnica Hungarica, 18(11), 117-134.
21. Ghouse, S. M., Shekhar, R., & Chaudhary, M. (2024). Sustainable choices of Gen Y and Gen Z: exploring green horizons. Management & Sustainability: An Arab Review.
22. Gupta, S., & Ogden, D. T. (2009). To buy or not to buy? A social dilemma perspective on green buying. Journal of consumer marketing, 26(6), 376-391.
23. Gurova, O. (2024). Practice theory approach to Gen Z’s sustainable clothing consumption in Finland. Young consumers, 25(3), 289-307.
24. Halibas, A., Akram, U., Hoang, A. P., & Thi Hoang, M. D. (2025). Unveiling the future of responsible, sustainable, and ethical consumption: a bibliometric study on Gen Z and young consumers. Young Consumers, 26(7), 142-171.
25. Handoyo, S., & Anas, S. (2024). The effect of environmental, social, and governance (ESG) on firm performance: the moderating role of country regulatory quality and government effectiveness in ASEAN. Cogent Business & Management, 11(1), 2371071.
26. Israfilova, I., & Bian, Y. (2025). The Roots of Doubt: Unpacking Scepticism Towards Eco-Labeled Products.
27. Jackson, T. (2016). Prosperity without growth: Foundations for the economy of tomorrow. Routledge.
28. Kour, M. (2024). Understanding the drivers of green consumption: a study on consumer behavior, environmental ethics, and sustainable choices for achieving SDG 12. SN Business & Economics, 4(9), 97.
29. Kvale, S., & Brinkmann, S. (2009). Interviews: Learning the craft of qualitative research interviewing. sage.
30. Li, P., & Hassan, S. H. (2023). Mapping the literature on Gen Z purchasing behavior: A bibliometric analysis using VOSviewer. Innovative Marketing, 19(3), 62.
31. Lincoln, Y. and Guba. E.(1985). Naturalistic inquiry. Beverly Hills: Sage. Lincoln, Naturalistic Inquiry1985.
32. Lövbrand, E., Rindefjäll, T., & Nordqvist, J. (2009). Closing the legitimacy gap in global environmental governance? Lessons from the emerging CDM market. Global Environmental Politics, 9(2), 74-100.
33. Lunda, P. (2025). A Study on the Impact of Influencer Endorsement in Shaping Brand Perception Among Gen Z Consumers. Int. J. of Medical Science Research and Practice Vol, 12(5).
34. Mashishi, N. (2024). Mobile Banking Apps Curation: Assessing the Factors That Influence Mobile Banking’s Continuous Use Amongst Millennials and Generation Z (Master's thesis, University of the Witwatersrand, Johannesburg (South Africa)).
35. Miles, M. B., Huberman, A. M., & Saldana, J. (2014). Qualitative data analysis: A methods sourcebook. (No Title).
36. Mohammad, S., & Husted, B. W. (2019). Law‐abiding organizational climates in developing countries: The role of institutional factors and socially responsible organizational practices. Business Ethics: A European Review, 28(4), 476-493.
37. Musie, Y. (2025). A generations fight: Kenyan youth against corruption.: A field study on how Gen Z in Nairobi perceive and respond to corruption in their lives.
38. Öztürk, A., Akın, M. S., & Nandakumar, N. (2025). Investigating the Impact of Green Advertisements on Consumers' Sustainable Consumption Behaviors in Turkey. Recep Tayyip Erdoğan Üniversitesi Sosyal Bilimler Dergisi, 12(1), 133-151.
39. Parzonko, A. J., Balińska, A., & Sieczko, A. (2021). Pro-environmental behaviors of Generation Z in the context of the concept of homo socio-oeconomicus. Energies, 14(6), 1597.
40. Patton, M. Q. (2015). Qualitative Research & Evaluation Methods 4th Edition. Library of Congres Catalogue-in Publication Data.
41. Pinho, M., & Gomes, S. (2024). Environmental sustainability from a generational lens—A study comparing generation X, Y, and Z ecological commitment. Business and Society Review, 129(3), 349-372.
42. Popowicz, M., Pohlmann, A., Schöggl, J. P., & Baumgartner, R. J. (2025). Digital Product Passports as Information Providers for Consumers—The Case of Digital Battery Passports. Business Strategy and the Environment.
43. Salzman, J., & Ruhl, J. B. (2019). Currencies and the commodification of environmental law. In Environmental Law (pp. 3-90). Routledge.
44. Saudi and Middle East Green initiatives, (2025) available from: https://www.sgi.gov.sa/about-sgi/ Accessed on 1-6-2025
45. Saudi Environmental Law. (2021). Royal Decree No. M/165 of 1442H. Riyadh: Ministry of Environment, Water and Agriculture. Available from: Royal Decree No.M/165 of 2020 issuing the Environment Law. | UNEP Law and Environment Assistance Platform Accessed on 30-11-2025
46. Shanor, A., & Light, S. E. (2022). Greenwashing and the first amendment. Columbia Law Review, 122(7), 2033-2118.
47. Sharawi, H. (2024). Circular Economy Analysis as a Tool to Enhance Sustainability of Supply Chains in Kingdom Saudi Arabia and a Means to Achieve Saudi Vision 2030. Available at SSRN 5092544.
48. Somad, K. M., Abd, S., & Fatmasari, A. E. (2024). Predicting sustainable consumption behavior among generation Z: Role of nature relatedness and environmental concern. Psychological Research on Urban Society, 7(1), 4.
49. Tian, Y., & Feng, C. (2022). The internal-structural effects of different types of environmental regulations on China's green total-factor productivity. Energy Economics, 113, 106246.
50. Tolegenov, B., Rafif, K., Rafi, M., Herawati, R., Abdullah, A., & Sari, L. K. (2024). Digital Transparency and Consumer Awareness: Digital Platforms for Educating Consumers about Product Origins and Sustainability. AL-MUZARA'AH, 12(2), 277-287.
51. Van Nes, F., Abma, T., Jonsson, H., & Deeg, D. (2010). Language differences in qualitative research: is meaning lost in translation?. European journal of ageing, 7(4), 313-316.
52. White, K., Habib, R., & Hardisty, D. J. (2019). How to SHIFT consumer behaviors to be more sustainable: A literature review and guiding framework. Journal of marketing, 83(3), 22-49.
منشور
2026-04-24
كيفية الاقتباس
Dr. Nada Gurmalla Abdullah Algamdy. (2026). Navigating Sustainable Consumption under Saudi Environmental Law: (Moral Conviction, Institutional Trust, and Cultural Negotiation among The Saudi Generation Z). Journal of Arts, Literature, Humanities and Social Sciences, (130), 487-507. https://doi.org/10.33193/JALHSS.130.2026.1664
إصدار
القسم
المقالات
الحقوق الفكرية (c) 2026 Dr. Nada Gurmalla Abdullah Algamdy
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