The impact of sustainability and sustainable thinking on food-related consumer behaviour in the Arab world

This study investigates the relationship among consumer sustainability concerns, marketing practices and sustainable food choices across four nations: Lebanon, the Kingdom of Saudi Arabia (KSA), United Arab Emirates (UAE) and Egypt. It uses a mixed-methods approach to examine sustainability practices and perceptions in the Arab world using surveys and interviews for comprehensive data collection along with concurrent triangulation to enhance the findings’ validity. The research focuses on understanding sustainability adoption and engagement, while maintaining ethical standards and addressing methodological constraints. The study found that one-third of consumers gravitate towards eco-friendly food products. Managerial interviews further revealed an industry-wide paradigm shift, with giant companies spearheading transitions from traditional to sustainable packaging, a move reciprocated by escalating sales. The quantitative findings of the study unearthed significant positive correlations between consumer concerns and sustainability-centric choices. Marketing practices in the KSA and Egypt disclosed a slightly more profound influence than in Lebanon and the UAE. In essence, this study underscores the escalating consumer inclination towards sustainability. It delineates the consequential imperative for businesses to adeptly navigate and amplify their sustainable marketing strategies for tangible commercial advantages.