The effect of green marketing on consumer behavior among Saudi wome

This study investigates the direct impact of green marketing, green brands, green purchasing decisions, eco-label, and the theory of planned behavior on consumer behavior among women in Saudi Arabia, in addition to knowing the role of the theory of planned behavior as a moderating variable of the relationship between green marketing, green brands, green purchasing decisions, eco-label, and the theory of consumer behavior among women in Saudi Arabia. Questionnaires were distributed to 414 women in Saudi Arabia, and the data were analyzed using partial least squares structural equation modeling (PLS-SEM) for 377 valid questionnaires for analysis and hypothesis testing. This study evaluates a structural model to understand the impact of various factors on consumer behavior among Saudi women, focusing on environmental labels, green purchasing decisions, green brands, green marketing, and the Theory of Planned Behavior (TPB). The analysis confirms that environmental labels have a positive and significant effect on consumer behavior, supporting the hypothesis that they influence sustainable consumption. Conversely, green purchasing decisions, green brands, and green marketing do not show a statistically significant effect on consumer behavior, challenging assumptions that these factors alone drive sustainable choices. The TPB was found to moderate the impact of environmental labels and green brands but did not consistently influence consumer behavior or interact effectively with other factors like green purchasing decisions and green marketing. The study’s findings suggest that while environmental labels are crucial, green marketing and branding strategies need to be more comprehensive. Additionally, TPB's role as a moderator varies, indicating the need for context-specific approaches to understand and influence consumer behavior better. The study highlights the importance of tailored strategies and continued research to refine models and interventions for promoting sustainable consumption.