Factors affecting millennials’ green purchase behavior: Evidence from Saudi Arabia

Abstract

In light of the growing adoption of green products in emerging markets, there's a need to delve deeper into the green purchase behavior GPB of millennials in this context. Using the theory of planned behavior as a foundation, this study aims to improve clarity by developing and testing a theoretical model that establishes the effect of various factors on millennials' GPB. Motivated by this need and recognizing the importance of justifying the theoretical gap, a survey was conducted with 1094 students from the School of Business at King Faisal University, and data were analyzed using SmartPLS-3.3.2 The results reveal that green behavioral control, green environmental awareness, and green product value have positive and significant effects on GPB. In contrast, green product trust, green price sensitivity, and green perceived quality have no significant effect on GPB. The results highlight the significance of these factors in shaping millennials' GPB, providing valuable insights for researchers, marketers, and policymakers. In the future, a cross-sectional study should be conducted using an extensive approach to increase this study's generalizability. This study has theoretical, managerial, and policy implications for the promotion of green products.

1. Introduction

With increasing environmental degradation resulting from human activities, there is a pressing need to understand the underlying reasons for individuals’ pro-environmental choices [1]. Green marketing encompasses the expansion of promotional activities aimed at highlighting eco-friendly products and services [2]. This approach aims to influence customers to make purchasing decisions by emphasizing the environmental attributes and advantages of products. Marketers have obtained deeper insight into the significance of gaining a competitive edge by enhancing the appeal of products to customers. Consumers who are more environmentally conscious may actively seek products labeled as “green,” “sustainable,” or “eco-friendly” [3]. They may also favor companies that prioritize sustainability and have environmentally responsible business practices such as utilizing renewable energy sources, minimizing waste, and using sustainable materials. Marketers have more recently prioritized environmental protection strategies as a novel marketing approach that not only contributes to a sustainable future but also enhances business opportunities through increased sales [4].

Customers are becoming increasingly conscious of the significance of making informed decisions that contribute to the sustainability of environmental well-being. Over the last decade, environmental sustainability has become a critical concern for many individuals and organizations worldwide [4]. Increasing awareness of environmental disruptions and their consequences has prompted shifts in customer consumption patterns [1]. Consumers, especially those who prioritize sustainability, are drawn to products that seamlessly blend sustainability attributes, accompanied by compelling green claims [5]. Customer awareness has evolved to encompass an understanding of the environmental consequences associated with their purchasing decisions. Green purchase behavior (GPB) is often viewed as a significant contributor to environmental sustainability [6]. Consumers are placing a greater emphasis on green purchasing, which refers to consumers’ actions and decisions when buying eco-friendly products/services. GPB is crucial for reducing environmental degradation [7]. Consumers primarily participate in GPB because of their desire to reduce their environmental footprint and support sustainable businesses. The increasing importance of this behavior has been emphasized in recent years due to worries about climate change and other environmental factors [8]. Hence, there is a crucial need for a paradigm shift from conventional to GPB to mitigate adverse environmental impacts.

Scholars have shown a keen interest in the green behavior of consumers across various industries, aiming to deepen their understanding of customer behavior. Research indicates that consumers engage in GPB not only because of an awareness of its significance and positive impact [9] but also because they find enjoyment and entertainment in making environmentally conscious decisions [7]. Given this transformation in customer behavior, rather than focusing on customer intention, scholars have shown a growing interest in studying customers’ green behavior, particularly GPB and its antecedent [10]. Furthermore, heightened concern regarding the environment has generated widespread interest in various green products, resulting in the rapid growth of this sector [11]. Understanding the aspects that impact purchase behavior has become a crucial area of research for businesses and marketers, there is growing awareness among mainstream consumers regarding the environmental influence of their consumption decisions, leading to a change in purchase behavior [5]. Studies have revealed that purchasing behavior involving green products varies across countries and cultures. For instance, several studies have examined GPB in developed nations. Western Europe exhibits a higher level of environmental consciousness, resulting in a stronger inclination toward purchasing eco-friendly products. Nevertheless, the outcomes of these studies have diverged due to disparate requests for eco-friendly products within different cultures and market segments, which are influenced by varying consumer mindsets [12].

Recognizing the factors influencing green purchase behavior is critical for accelerating responsible consumption. GPB emerges as a novel expression of responsible consumption, actively contributing to sustainable practices and environmental well-being [13]. The importance of GPB is emphasized in various studies across developing and underdeveloped nations [11,13]; however, there is a notable limitation in the implementation of the primary drivers influencing GPB in Saudi Arabia [14]. This indicates a potential area for further research and the formulation of targeted strategies to promote environmentally responsible consumer behavior in Saudi Arabia. The fast-growing economy of Saudi Arabia is witnessing increasing mindfulness among consumers about the importance of sustainable practices and their associated benefits. However, predicting market dominance for sustainable products and demand presents challenges owing to various factors influencing their development. In spite of the growing awareness, the actual demand for sustainable products in Saudi Arabia may not be as promising as anticipated [[14], [15], [16]].

Understanding these factors and addressing barriers to increased demand are crucial for fostering sustainable consumption in the Saudi market. Hence, this study aims to explore a model that conceptualizes green behavioral control (GBC), green environmental knowledge (GEK), green product value (GPV), green price sensitivity (GPS), green perceived quality (GPQ), green environmental awareness (GEA), and green product trust (GPT), as factors that measure GPB among millennials in Saudi Arabia. Through empirical analysis, this study seeks to validate the relationships between the above-mentioned cognitive factors. This research addresses a gap in the current literature by exploring these relationships within the context of millennials, an area that has been underexplored in the emergent context [17].

This research integrates the theory of planned behavior (TPB) [18], a widely used model in comprehensive behavioral studies, to measure GPB in an emerging context. This integration allows us to contribute to a more profound understanding of responsible purchasing in an emerging context, focusing on Saudi Arabia. By leveraging the TPB, our research aims to offer significant understandings into the determinants impacting GPB and sheds light on the dynamics of responsible consumer choices in the Saudi Arabian context. This research adds to the existing body of knowledge on GPB in emerging economies, an area that has been underexplored by researchers. Acknowledging this research gap underscores the importance of investigating the proposed variables from a consumer perspective, particularly in developing markets such as Saudi Arabia. Such markets may present distinctive contextual features compared with previously studied nations because of cultural differences that influence GPB [11,19]. There are several research that done in Saudi Arabia like [14] which examine the impact of variety of factors on green purchase behavior. Specifically, it explores the role of culture of collectivism, willingness to pay, peer pressure, and environmental self-identity in shaping consumers' decisions to engage in environmentally friendly activities. Also [20], examine the effect of utilitarian value, hedonic value, subjective norm, and trust on intentions of customers to purchase organic products. Furthermore [21], examine the impact of environmental knowledge, subjective norms, and environmental concern, on consumers' intention to purchase green products. This study is interesting since it focuses on examining the impact of GBC, GEA, GEK, GPQ, GPS, GPT, and GPV on GPB related to eco-friendly products. This research is the first of its kind in the context of an emerging market. Consequently, this study aims to assess how these factors collectively influence millennials’ green purchase decisions. The remaining of the paper is organized as follows. First, the literature review, hypothesis development, and research framework are presents. Second, explores the research method, findings, discussion, and implications. Finally, the study acknowledges its limitations and puts forth suggestions for future research.

2. Literature review and hypothesis development

This study is grounded in the TPB, which serves as its theoretical foundation, elucidating the factors that impact the behavior of individuals.

2.1. Millennials’ green purchase behavior (GPB)

This study identified the factors that predict millennials' GPB. While research on consumer GPB has been substantial in developed countries, comparatively limited research has been dedicated to this area in the Middle East and Arab countries [10]. Green purchasing is a relatively novel concept in Saudi Arabia; previous studies have primarily focused on how customers behave toward green purchase purchases [15]. Few studies have specifically examined millennials' GPB [16]. In Saudi Arabia, millennials’ attitudes and behaviors regarding green purchases are inconsistent, and there is a lack of adequate explanation for this [14]. Furthermore, the ever-increasing importance that firms place on creating green products, along with environmental damage (pollution, resource depletion, etc.), makes it imperative to study millennial GPB. Utilizing the TPB [18], this research seeks to examine the environmentally conscious purchasing behavior of millennials in Saudi Arabia. Millennials are distinguished from the general population by their increased environmental awareness [3], consumers exhibit a heightened inclination toward environmentally conscious choices, demonstrating a clear willingness to purchase eco-friendly products [19]. Our research aims to assess the applicability of the TPB framework in the Saudi Arabian context by evaluating the predictive ability of seven assumed predictors of GPB in the TPB model: GBC, GEA, GEK, GPQ, GPS, GPT, and GPV. The following sections describe these variables.

2.2. Green behavioral control (GBC)

GBC is a concept that aligns with the perceived behavioral control component of the TPB. GBC refers to millennials’ perceptions of how easy or challenging it is to participate in purchase behavior of green products. This entails evaluating the degree to which individuals believe they have the capacity to make environmentally friendly choices. In line with the TPB, GBC affects the actual behavior of an individual, and an individual engages in a specific behavior when both motivated and capable of performing it, as opposed to having either one reason or none [22].

GBC pertains to customers' perception of their capacity to participate in environmentally friendly actions and the level of ease or difficulty associated with executing a specific behavior, which reflect an individual's prior experience and foreseen obstacles [22]. When consumers acquire eco-friendly products and have additional time, resources, and opportunities, they tend to believe that they can effectively influence external factors. This heightened sense of perceived behavioral control contributes to an increase in both their willingness and ability to purchase green products. In alignment with Joune's 2020 study, consumers exhibit a preference for green products when they believe the products meet specified conditions [23]. Millennials who possess a strong sense of personal control over their behavior are more inclined to embrace environmentally friendly practices.

Behavioral control encompasses two dimensions: internal and external control. Internal behavioral control refers to the recognition that individuals have control over their internal personal resources. Consumers with internal behavioral control are confident in their ability to plan, possess the necessary skills, and effectively perform specific behaviors [18,24]. They perceive themselves as having the capability to overcome the obstacles or challenges that may arise. External behavioral control refers to the ability to navigate and overcome external constraints that may hinder the performance of a specific behavior. These constraints can include limitations, such as financial and time constraints. Consumers with external behavioral control perceive themselves as capable of surpassing these external restrictions to engage in the desired behavior [24]. Researchers have demonstrated that individuals exhibiting elevated levels of GBC are more likely to participate in green behavior and make sustainable choices and have reported that GBC is a major determinant of purchase behavior [25,26]. However, one research investigate the link between behavioral control and green behavior and concluded that the relationship was not significant [27]. The study acknowledged that this lack of significance may be attributed to certain factors not aligning properly. Consequently, this research formulates the following.

H1

Green behavioral control has a positive impact on green purchase behavior.

2.3. Green environmental awareness (GEA)

The TPB model offers flexibility in adjusting and incorporating additional predictive variables, thereby strengthening its explanatory power. Regarded as one of the most robust theories for elucidating human behavior [18,28], it allows for the augmentation of predictive variables, contributing to an enhanced comprehension of the factors influencing attributes related to green behavior [25]. By employing the extended TPB model, scholars such as [29], has underscored the importance of GEA as a critical determinant for measuring green consumption.

The level of a consumer's environmental awareness significantly impacts their likelihood of purchasing eco-friendly products [30]. Environmental awareness, as defined by Ref. [31], pertains to customers' level of understanding of environmental issues, encompassing their factual knowledge, conceptual understanding, and connection to the environment. This signifies environmentally conscious consumer interest in environmental well-being. Customers with higher levels of GEA are more inclined to request green products because of their comprehension of the ecological advantages associated with such products [32].

GEA signifies the extent of a customer's awareness and concern regarding environmental matters, whereas an individual's GPB is defined as their willingness to support and purchase environmentally friendly goods [17]. The study suggests that GEA plays a substantial role in driving GPB, not just through individual green purchases but also by inspiring broader adoption of eco-conscious habits and advocating for a more sustainable lifestyle, all in service of environmental protection. Various studies have revealed that consumers with heightened awareness make an active choice to buy environmentally sustainable products to showcase their environmental consciousness [30]. Enhancing and understanding environmental issues and sustainability has led to research exploring how GEA affects green purchase decisions. Organic products reduce the use of harmful chemicals in the environment [33]. Research has thus shown that GEA can have a significant impact on GPB. Customers who possess a heightened awareness of environmental issues demonstrate a greater depth of knowledge and a stronger commitment to sustainability, as evidenced by their purchasing choices, which actively seek out environmentally friendly products and companies supporting sustainable practices [5].

In Saudi Arabia, the study of GEA on green behavior among millennial consumers is deficient. Interestingly, emerging nations such as Sri Lanka and China have yielded surprising results, with GEA having no significant influence on the consumption of organic products [34]. However, past studies shown inconsistent results between environmental awareness and pro-green behavior [35,36]. Consequently, this study formulates the following.

H2

Green environmental awareness is positively associated with green purchase behavior.

2.4. Green environmental knowledge (GEK)

The term GEK relates to the extent of consumers' understanding regarding environmental matters [37]. This knowledge contributes to a heightened awareness of environmental issues and cultivates positive attitudes toward eco-friendly products [38]. Possessing green knowledge about the environment is intricately linked to the cultivation of a pro-environmental attitude [39]. Knowledge plays a multifaceted influence on individual behavior. As [40], GEK refers to the extent to which people are familiar with various aspects of the environment. It encompasses an individual's knowledge of environmental issues related to green products and includes understanding how products are manufactured, their impact on the environment, and the significance of collective responsibility in achieving sustainable development. Customers' environmental knowledge encompasses their awareness of factors such as the greenhouse effect, waste management practices, hazardous waste, and the importance of recycling materials [8]. As awareness of the significance of environmental protection has grown, green consumption behavior has emerged as a prominent research topic in recent years [41].

Prior research has indicated that the extended TPB or modified models are effective approaches to comprehending the green phenomenon, particularly when incorporating environmental knowledge. These approaches have shown relevance in exploring the intricate connection between consumers’ internal beliefs and their behavior concerning the consumption of green products, especially in the context of emerging markets [13]. Research carried out by Ref. [42], showed that customers with higher environmental knowledge exhibit a greater inclination toward purchasing green products compared to those with lower environmental knowledge. This study suggests that individuals with greater environmental knowledge are more inclined to acknowledge the environmental impacts of their actions and are more prone to making eco-friendly alternatives.

The rising environmental concerns have prompted an upswing in research investigating the link between GEK and GPB. Researchers have found inconclusive results regarding the influence of GEK on attitudes toward purchasing eco-friendly products [43]. Nevertheless, study has demonstrated that GEK has a substantial impact on driving GPB [8,13,44]. indicated that people with higher levels of environmental knowledge exhibit a greater tendency to purchase environmentally sustainable products. Environmental awareness issues and their underlying causes enhance individuals' motivation to adopt responsible behaviors toward the environment. The TPB conceptualizes perceived behavioral control as a person's subjective evaluation of their capability to perform a specific behavior, considering both the accessibility of required resources and the existence of conducive opportunities. Aligning with the TPB model, we posit that a person's GEK amplifies their inclination to readily participate in GPB. Therefore, this research formulates the following.

H3

Green environmental knowledge has a positive effect on green purchase behavior.

2.5. Green perceived quality (GPQ)

GPQ refers to customers' assessments of the overall environmental characteristics of a product or brand superiority or excellence and reflects customers' judgments concerning the eco-friendly attributes and performance of a particular product or brand [45]. This relates to millennials’ evaluations of the performance and quality of eco-friendly products. As sustainability has gained prominence, the belief that green products are equivalent to or superior to conventional alternatives has become crucial. Millennials are more inclined to embrace green behavior when they believe that eco-friendly products can meet their needs and expectations without compromising performance [46].

The present investigation delves into how customer perspectives on environmental aspects impact their perception of quality contribute to the overall brand equity of a product. GPQ refers to a customer's perception of the attributes of an eco-friendly product and its overall influence on the environment. The correlation between GPQ and green behavior (i.e., customers' environmentally conscious actions) is complex. Product quality has a substantial influence on customer behavior, influencing consumers' likelihood of repurchasing products. When a product offers high quality, it tends to encourage repeat purchases; conversely, poor quality can deter customers from purchasing a product.

The link between GPQ and millennials' GPB lies in the perception that eco-friendly products are of a higher quality [6]. When millennials perceive green products as having a superior quality, it positively influences their decision to engage in GPB [47]. The idea is that a favorable perception of the quality of environmentally conscious products enhances millennials' willingness to choose and purchase such products, aligning with their values and preferences for sustainable and eco-friendly options [19]. This connection underscores the significance of how the perceived quality of green products shapes millennials' consumption choices in favor of environmentally sustainable options. In essence, GPQ acts as a critical determinant in shaping millennials’ attitudes toward green purchasing, the positive perception of quality creates a favorable environment for the formation of intentions and subsequent behaviors aligned with choosing eco-friendly options. This integration with the TPB highlights how the perceived quality of green products plays a critical role in shaping the environmentally conscious purchasing decisions of millennials [6]. Previous researchers have found that GPQ substantially impacts green behavior [48,49]. Thus, this study argues that GPQ positively affects GPB. Consequently, this study formulates the following.

H4

Green perceived quality positively influences green purchase behavior.

2.6. Green price sensitivity (GPS)

Customer sensitivity to the price of eco-friendly products poses a significant challenge to their adoption [50]. Price elasticity of demand is frequently used to assess price sensitivity, which indicates that customers may opt for a lower-priced alternative if available. Price sensitivity refers to how demand changes in response to fluctuations in price [6,51]. According to Ref. [28], cost of green products is a major consideration for eco-conscious shoppers. From an economic standpoint, price sensitivity signifies the maximum expenditure people are willing to spend on a specific product to obtain the desired quantity, often referred to as the reserve price [52]. In the study of price's role in human behavior, the customer's readiness to pay for a product emerges as a crucial factor.

Consumers display heightened price sensitivity toward green products because the demand for these products exhibits relatively high price elasticity. The price of eco-friendly products is typically higher because of their relatively high production costs, specialized production technology, and the substantial expenses involved in market development. This, in combination with consumers’ limited purchasing power, may further impede the adoption of green products [13].

With shifting perceptions of demand, the general public has come to widely recognize that the cost of environmentally friendly customer products exceeds that of conventional alternatives, a fact that has been firmly established [53]. Consequently, customers have demonstrated a readiness to pay a premium of up to 15% above the price of comparable general products to purchase eco-friendly products [54]. Yet, it is critical to note that the cost of eco-friendly product is notably higher compared to traditional alternatives, as indicated by Ref. [51], this may cause apprehension among many customers. Prior research has similarly shown that when consumers view green products as being overly costly or difficult to acquire, it diminishes their desire for green consumption [50,55].

The link between GPS and GPB of millennials is interconnected within the TPB. Millennials' sensitivity to the prices of green products influences their attitudes, shaping intentions and subsequent behaviors when it comes to making environmentally conscious purchases. Understanding economic considerations within the TPB framework provides insights into the dynamics of millennials' green purchasing decisions. Understanding customers' inclination to pay for a product is crucial for studying the aspect of price within human behavior [56]. Thus, price sensitivity adversely affects customers' decision to purchase green products because of substantial price disparities relative to traditional alternatives [55]. However, according to Ref. [57], green-minded consumers demonstrate a readiness to spend extra on eco-friendly products. Some studies argue that consumers prioritize their inclination toward environmental protection over price sensitivity [58]. This means that GPS has a substantial influence on consumers' decision to engage in environmentally friendly purchase behavior [56]. Considering the distinct nature of price sensitivity in relation to millennials’ GPB, this study posits that GPS directly affects GBP. Consequently, this research formulates the following.

H5

Green price sensitivit positive influences green purchase behavior.

2.7. Green product trust (GPT)

GPT can be defined as the degree of assurance that a customer possesses towards a service or product, which is derived from its perceived credibility, benevolence, and capability in relation to its environmental performance [49]. It also includes a developing reliance on such products because they are energy-efficient and environmentally friendly. Over time, the definition of GPT has expanded to include not only the energy-saving potential of green products but also factors such as the product itself, associated services, and brand reputation [45]. The degree to which individuals place confidence in an environmentally friendly product influences their willingness to view the company as a business partner, product trust is intricately linked to the TPB. It is vital in shaping customer attitudes toward green purchasing [28]. Trust in the reliability and authenticity of green products emerges as a crucial driver, significantly impacting their intentions and subsequent behavior in favor of environmentally friendly consumption choices [56]. By integrating GPT within the TPB, a more comprehensive understanding emerges, elucidating the factors that contribute to and shape millennials’ GPB. Extensive research on green marketing has highlighted the crucial role of GPT as an influential driver of GPB [49]. Currently, most studies have focused on trust as a predictor of the intention to purchase [48]; few studies have explored trust as a predictor of purchasing behavior. According to prior discussions, we expect GPT to contribute positively to GPB. Consequently, this research formulates the following hypothesis.

H6

Green product trust has a positive influence on green purchase behavior.

2.8. Green product value (GPV)

Green products demonstrate significantly improved environmental performance compared to traditional products. This includes the materials used to make the product, manufacturing process, and disposal or recycling of the product at the end of its life cycle [8]. According to Ref. [59], GPV refers to consumers’ comprehensive evaluation of the net benefit obtained in relation to the associated price of a service or product. GPV lies not only in its environmental advantages but also it also holds the potential to influence consumer behavior. When customers buy green products, they not only reduce their environmental impact but also signal to manufacturers and retailers that there is a demand for sustainable products [57]. Consequently, this can pave the way for increased production and accessibility of green products. Environmentally conscious consumers actively engage in the consumption of sustainable merchandise with the intention of fostering a favorable impact on the natural surroundings [7].

There is evidence that green products impact customer purchasing behavior, however, some studies have reported conflicting results [60]. Creating green products that are truly valuable mitigates skepticism about the worth of such products and positively influences consumer GPB. Consequently, this study investigates GPV in alignment with the literature [57]. Green consumers prioritize the value of their products and consider the products’ acceptance within their social circles. Therefore, this research formulates the following hypothesis.

H7

Green product value has a positive impact on green purchase behavior.

Drawing upon existing research and guided by the Theory of Planned Behaviour, this study proposes a theoretical framework. Fig. 1 illustrates the eight factors identified through a comprehensive literature review, showing the influence of green behavioral control, green perceived quality, green environmental awareness, green environmental knowledge, green price sensitivity, green product value, and green product trust on green purchase behavior.

Fig. 1.

Proposed framework.

3. Methodology

3.1. Population

In this research, we selected the survey method because of its widespread utilization in studies on millennials’ consumption and GPB [19,47]. The authors employed convenience sampling technique to select students as a representative sample of the millennial customer population in Saudi Arabia. The research involved students enrolled in the School of Business at King Faisal University (KFU). To guarantee that the participants possessed characteristics aligned with the research objectives and could contribute pertinent, information-rich data. We employed a convenience sampling method to recruit participants, reaching out through the university mailing list and various social media channels in February 2023. Eligible participants met specific criteria, falling within the age range of 20–30 years old [28]. Data were gathered through an online questionnaire to ensure all KFU students had equal participation opportunities. We aimed to gather accurate and informative data by selecting educated consumers as a sample because earlier researches have observed that customers with lower levels of education residing in rural areas may have limited familiarity with environmental topics [25]. Therefore, this study focused on gathering information from educated green millennial consumers to achieve its objectives.

3.2. Sample size

This study followed [61], suggestion to determine the size of the sample, the a range of 15–20 observations per studied variable. This guideline provides a general rule of thumb to ensure an adequate sample size for effectively analyzing the associations between variables in a study. In this study, 1216 students from the KFU School of Business took part in the survey, and the final analysis incorporated 1094 responses. Due to the potential for bias and inaccurate results, responses with missing data were excluded from the analysis. Table 2 describes the demographic characteristics of the respondents with complete data. The decision to focus on young consumers is justified due to their significant presence in the market and their expected dominance as the market matures [47]. Consistent with earlier studies on consumer behavior, this study utilized a convenience sampling technique to select participants [28]. This nonprobability method, which is also cost-effective, allows for the gathering of data within a short timeframe, and enhances practicality and efficiency, it is essential to acknowledge the limitations regarding generalizability [62].

Table 2.

Respondents’ demographic.

	Frequency	Percentage
Gender
Male	403	36.8
Female	691	63.2
Age
Less than 20 years	299	27.3
21–25 years	413	37.8
26–30 years	382	34.9
Education qualification
Diploma	383	35.0
Undergraduate	553	50.5
Postgraduate	158	14.4
Income
Less than 2000	507	46.4
Between 2001–3000	466	42.6
Between 3001–4000	121	11

3.3. Measures and data analysis

The questionnaire scales were validated through prior research, and necessary adjustments were made to align them with the purposes of the study. The study utilized a five-point-Likert scale spanning from 1 to 5, where 1 indicates “strongly disagree” and 5 indicates “strongly agree.” The use of this scale offers numerous benefits. For example, it enables participants to make clear choices and ensures that multiple statements capture all essential variables, thereby providing flexibility when categorizing data into groups. Furthermore, the scale mitigates measurement errors, leading to improved validity and reliability [63]. The specific contents of the instruments used in this study are shown in Appendix A. The study employed the ‘Partial Least Squares-Structural Equation Modeling (PLS-SEM)’ method to validate the constructed model in a two-step process: first, for reliability and validity, we assessed the measurement model, and second, for predictive relevance of the model, and R², we evaluated the structural model. Consistent with the methodology outlined by Ref. [63], a bootstrapping approach was utilized to determine the significance levels for path coefficients, and loadings. Smart-PLS.3.2.2. was used for data analysis.

3.3.1. Common method bias (CMB)

Common method variance (CMV) is a frequently encountered challenge in social science research, typically arising from the utilization of a single source for data collection methods and techniques. We implemented various procedural measures to mitigate the impact of common method variance [64]. To alleviate concerns about evaluation apprehension, participants were explicitly notified that the questionnaire did not have right or wrong answers. They were assured of the confidentiality of their responses throughout the research process. This study applied Hermans [65] one-factor test to assess the issue of CMV. We identified no noteworthy Common Method Variance (CMV) issues, as the primary factor explained 45.52% of the variance, which is below the suggested limit of 50% [66]. Additionally, the use of semantic differential scales and five-point Likert scales were incorporated. Kock [67] recommended a comprehensive collinearity test to evaluate common method variance when using (PLS-SEM). In this research, an assessment was conducted for both lateral collinearity and vertical, as suggested by Kock [68]. The finding indicated that variance inflation factor (VIF) values ranged from 2.152 to 3.23 and remained below the established threshold of 3.30, confirming that CMV was not an issue in the analysis [68]. Moreover, we calculated discriminant validity by employing the heterotrait-monotrait (HTMT) method. The HTMT method, as recommended by Henseler [69], can be used to evaluate discriminant validity when the correlation values between variables are less than 0.90, indicating satisfactory discriminant validity. Values exceeding 0.90 are considered indicative of insufficient discriminant validity. The results presented in Table 1 demonstrate descriptive statistics and values consistently below the 0.90 threshold, with the highest at 0.873 and lowest at 0.593, confirming adequate discriminant validity.

Table 1.

HTMT, and descriptive statistics.

Factors	Mean	SD	GBC	GEA	GEK	GPQ	GPS	GPT	GPV	MGB
GBC	3.754	.879
GEA	4.282	.863	0.730
GEK	3.600	.964	0.650	0.594
GPQ	3.789	.933	0.716	0.649	0.746
GPS	3.526	.887	0.708	0.565	0.747	0.723
GPT	3.829	.921	0.787	0.763	0.770	0.850	0.791
GPV	3.799	.918	0.770	0.769	0.797	0.848	0.765	0.873
MGB	4.187	.882	0.823	0.855	0.635	0.649	0.593	0.759	0.784

4. Findings

4.1. Respondents’ profiles

The analysis of the respondents' profiles yielded outcomes that encompassed gender, age, educational qualifications, and income. The final sample consisted of 1094 completed, valid responses. Female respondents accounted for 63.2% of the sample, while male respondents accounted for 36.8%. Regarding the distribution of age, respondents aged 21–25 years represented approximately 37.8% of the total sample, while 34.9% were aged 26–30 years and 27.3% were aged <20 years. In terms of educational achievement, most of the respondents (50.5%) held an undergraduate degree, 35% possessed a diploma, and 14.4% had attained a postgraduate degree. Regarding income, 46.4% of the respondents earned less than 2000 SAR, 42.6% earned 2001–3000 SAR, and 11% earned 3001–4000 SAR. For a comprehensive overview of respondents’ profiles, please refer to Table 2.

4.2. Measurement model

A PLS-SEM approach is a popular technique in structural equation modeling (SEM) to analyze measurement models. It assesses relationships between latent constructs (also known as factors) and their observed indicators (also known as manifest variables) [63]. PLS estimates relationships using a latent variable modeling technique that focuses on maximizing the explained variance in the indicators. To conform to the measurement model, which encompassed the assessment of validity and reliability, including the examination of internal consistency of the indicators and the evaluation of discriminant validity and convergent validity between the constructs, we employed Cronbach's alpha (CA) to measure the internal consistency of each construct. This metric serves to indicate the degree of correlation among the items on each scale. The resulting calculated value exceeded 0.6, thus indicating a satisfactory level of reliability and internal consistency among the items [63]. The internal consistency, reliability, and validity of the measurement instruments were assessed using Average Variance Extracted (AVE), CA, and composite reliability (CR). Table 3 presents an overview of these evaluations. The CA values, ranging from 0.798 to 0.913, surpassing the commonly accepted threshold (0.60–0.70) for management and marketing research [63]. Similarly, the composite reliability values for all constructs were above the accepted threshold value of 0.80, indicating high reliability [63]. Convergent validity was evidenced by AVE values ranging from 0.556 to 0.794, all above the threshold of 0.50 A as suggested by Ref. [70], as demonstrated in Table 3.

Table 3.

Results of validity and reliability test.

Constructs	Items	Loadings	CA	CR	AVE
Green behavioral control	GBC1 GBC2 GBC3 GBC4 GBC5	0.793 0.754 0.578 0.762 0.817	0.903	0.925	0.674
Green environmental awareness	GEA1 GEA2 GEA3 GEA4 GEA5	0.825 0.799 0.813 0.837 0.857	0.798	0.861	0.556
Green environmental knowledge	EK1 EK2 EK3 EK4 EK5 EK6	0.777 0.820 0.871 0.830 0.832 0.791	0.884	0.915	0.683
Green perceived quality	GPQ1 GPQ2 GPQ3	0.909 0.862 0.902	0.870	0.920	0.794
Green price sensitivity	GPS1 GPS2 GPS4 GPS5	0.830 0.883 0.844 0.784	0.858	0.903	0.699
Green product trust	GPT1 GPT2 GPT3 GPT4 GPT5	0.856 0.887 0.886 0.810 0.864	0.913	0.935	0.742
Green product value	GPV1 GPV2 GPV3 GPV4	0.882 0.908 0.851 0.692	0.856	0.903	0.701
Millennials' green behavior	MGB1 MGB2 MGB3 MGB4 MGB5	0.651 0.797 0.871 0.823 0.790	0.847	0.891	0.624

Discriminant validity indicates “the extent to which the measure is adequately distinguishable from related constructs within the nomological net” [63]. This study followed the approach proposed by Ref. [70], which involved examining the square roots of latent constructs. As observed in Table 3, the square root of the AVE values exceeded the loading threshold value of 0.5, signifying the achievement of discriminant validity for each construct [70]. It is significant to note that [71] recommends that correlation values within a construct should not surpass the square root of the AVE values for that particular construct. The results of these evaluations, as shown in Table 4, demonstrate that all constructs obtained discriminant validity.

Table 4.

Discriminant validity.

Constructs	1	2	3	4	5	6	7	8
Green behavioral control	0.746
Green environmental awareness	0.621	0.827
Green environmental knowledge	0.560	0.543	0.821
Green perceived quality	0.597	0.575	0.668	0.891
Green price sensitivity	0.594	0.513	0.666	0.628	0.836
Green product trust	0.676	0.689	0.709	0.758	0.706	0.861
Green product value	0.648	0.680	0.712	0.737	0.664	0.831	0.853
Millennials' green behavior	0.692	0.774	0.572	0.565	0.527	0.675	0.685	0.790

4.3. Structural model

SEM-PLS represents a potent statistical approach employed for analyzing intricate relationships among research variables, especially in cases where the focus is on predicting relationships rather than testing complex theoretical models [71]. We first validated the measurement models before evaluating the outcomes of the structural model. Path coefficients and significance measures were obtained using bootstrapping. To assess the goodness-of-fit index, we used R-squared (R²) as it adjusts the standard errors of the model. In SEM-PLS, the R² value helps evaluate how well a model predicts the observed data, the predictive relevance, often denoted as Q², estimates a model's ability to predict the out-of-sample values of endogenous constructs. This is a valuable metric for assessing a model's predictivity [69].

Following [69], recommendation, we conducted blindfolding, and all Q² values were found to be considerably above zero. Table 5 demonstrates the finding of R² compared to Q². For GPB, the R² value is 0.69 and the Q² value is 0.683, indicating a strong effect size [71]. In addition, employing bootstrapping with 5000 resamples is crucial for assessing the statistical significance of the path coefficients, thus facilitating the evaluation of the t-values. This approach helps to determine the statistical significance and reliability of the estimated associations in a model [71]. In relation to hypothesis testing, Table 5, and Fig. 2 present the integrated analysis of path coefficients, p-values, and t-values, revealing that GBC - > GPB, GEA - > GPB, GEK - > GPB, and GPV - > GPB have significant path coefficients. However, the path coefficients of GPQ - > GPB, GPS - > GPB, and GPT - > GPB did not attain statistical significance, as their t-values were less than the suggested threshold of 1.96.

Table 5.

Path coefficients.

Hyp.	link	Beta	SE	R2	Q2	T-value	p value	Supported
H1	GBC→ GPB	0.277	0.032			8.668	0.000	YES
H2	GEA→ GPB	0.477	0.032			15.029	0.000	YES
H3	GEK→ GPB	0.076	0.029			2.595	0.009	YES
H4	GPQ → GPB	−0.040	0.028			1.425	0.154	NO
H5	GPS → GPB	−0.025	0.029			0.868	0.385	NO
H6	GPT→ GPB	0.020	0.045			0.443	0.657	NO
H7	GPV → GPB	0.156	0.046			3.414	0.001	YES
Endogenous latent construct
Green purchase behavior (GPB)				0.69	0.421

Fig. 2.

Structural model.

According to Table 5 and Fig. 2, the data supported four hypotheses (H1, H2, H3, and H7). Specifically, there was a positive and significant link between GBC (β = 0.277, p = 0.000) and GPB. Additionally, GEA (β = 0.477, p = 0.000), GEK (β = 0.076, p = 0.009), and GPV (β = 0.156, p = 0.001). This confirms the acceptance of H1, H2, H3, and H7. However, the remaining three hypotheses (H4, H5, and H6) were not supported, as GPQ (β = −0.040, p = 0.154), GPS (β = −0.025, p = 0.385), and GPT (β = 0.156, p = 0.001) did not exhibit significant relationships with GPB.

5. Discussion

The primary objective of this study is to understand the behavior of millennials toward green products. First, GBC significantly and positively affected GPB, supporting H1. This result is aligned with previous findings reported in the literature [25,26]. This means that millennials who possess a strong sense of personal control over their behavior are more inclined to embrace green practices. We speculate that this is because consumers with internal behavioral control are confident in their ability to plan, possess the necessary skills, and effectively carry out a specific behavior [24]. It is essential to recognize that this internal locus of control is a key determinant in shaping attitudes and behaviors, particularly in the context of environmental consciousness among millennials. This convergence with existing literature strengthens the validity and generalizability of our findings. Second, the findings suggest that GEA positive and significant impact GPB. This finding supports H2. These findings are in line with the conclusions reached by other scholars in the field, and highlight the importance of increasing environmental awareness among millennials to foster a sense of responsibility and motivation toward adopting green practices [30]. The crux of the findings suggests that millennials with a heightened level of green awareness exhibit a more pronounced inclination to actively seek out and purchase green products. This inclination is not merely a superficial acknowledgment of environmental concerns; rather, it stems from a profound understanding of the tangible environmental benefits associated with such products. Thus, millennials with a heightened level of green awareness are more inclined to express a demand for and be willing to pay for green products, driven by their understanding of the environmental benefits associated with such products [32].

Third, GEK emerged as a powerful driver on millennials’ green behavior, supporting H3; this finding aligns with earlier findings [8,13,44]. This means that millennials have greater environmental knowledge when purchasing green products, a more heightened awareness of the environmental consequences of their actions and are more likely to opt for environmentally friendly choices. Providing accurate and accessible information about eco-friendly practices can help millennials make informed decisions and adopt more sustainable behaviors. Knowledge serves as a catalyst, empowering individuals to make responsible choices and take proactive steps toward environmental stewardship [43].

Fourth, the findings show that GPQ had a negative effect on GPB, although the result was insignificant. This means that there is no link between how millennials perceive the quality of eco-friendly products and their engagement in green behavior, ultimately leading to the rejection of H4. The lack of a significant link between GPQ and GPB indicates that the perceived quality of eco-friendly products does not have a strong influence on millennial choices, which is in line with previous research [72]. Millennials may not be sufficiently informed about the perceived quality of eco-friendly products. If they are not aware of the positive attributes of such products or lack information on their environmental benefits, they may not prioritize perceived quality in their decision-making. These results suggest that companies may not consistently meet the quality standards for eco-friendly products in Saudi Arabia and point to potential inconsistencies in how well products address environmental concerns. Consequently, millennials in Saudi Arabia appear dissatisfied with GPQ, possibly due to perceived unethical practices.

Fifth, the findings suggest that the association between GPS and GPB is negative and nonsignificant, thus rejecting H5. These findings align with prior research [58]. This study found no substantial evidence to suggest that millennials' eco-friendly actions were significantly influenced by their sensitivity to price fluctuations in green products or environmentally sustainable services. This finding is noteworthy because it challenges the notion that price sensitivity is a fundamental catalyst for green behavior among millennials. Cost considerations are often thought to be influential factors in consumer decision-making. The nonsignificant relationship between GPS and millennials' GPB suggests that the price of eco-friendly products does not have a significant effect on this cohort's adoption of green behavior. There could be a perception among millennials that eco-friendly products are generally more expensive. This perception might discourage them from considering these products, regardless of the actual price. This finding might indicate that millennials prioritize environmental considerations over price concerns when making eco-friendly choices [3].

Sixth, the results indicate that GPT does not exhibit a statistically significant correlation with GPB, rejecting H6. The lack of a significant link between GPT and millennials' GPB implies that millennials' level of trust in eco-friendly products does not directly influence their behavior. This finding may challenge the notion that building trust in eco-friendly products is a major driving force behind millennials' environmentally conscious actions [73]. Millennials may be skeptical about the authenticity of green claims made by products. If they perceive instances of greenwashing (misleading environmental marketing), it could erode trust in the environmental claims of products, leading to a weak or non-existent correlation. Although green products trust an essential aspect of promoting sustainable choices, it may not be the sole determinant of millennials’ eco-conscious behavior. Understanding the intricate interplay of various factors can aid in designing more effective strategies that align with millennial values and foster a more environmentally aware and responsible generation [56].

Seventh, the results demonstrate that GPV has a positive and significant link with GPB, thus supporting H7. Thus, millennials are more likely to adopt green behavior when they recognize the advantages and positive impacts of eco-friendly products. This finding underscores the importance of effective marketing strategies emphasizing the value and benefits of green products. This finding is aligned with previous results [8,56,57,74]. The significant link between GPV and GPB suggests that GPV plays a significant role in influencing millennials’ environmentally friendly behaviors. When millennials perceive green products as valuable in terms of their environmental impact, benefits, or social significance, they tend to be more inclined to participate in environmentally friendly actions and demonstrate a commitment to sustainability.

6. Practical and theoretical implications

This research has practical and theoretical implications that enrich our comprehension and real-world implementation of the research results. The result of this study holds practical significance for marketers and policymakers in Saudi Arabia who seek to encourage sustainable behaviors among millennials. Specifically, it shows that focusing on increasing the GBC, GEA, GEK, and GPV of eco-friendly products can foster positive changes among millennials. For example, companies can leverage the positive relationship between GPV and millennial GPB to develop marketing strategies that highlight the environmental benefits of their products. Companies can integrate the awareness of green brands and the perceived value of eco-friendly products in their marketing strategies. Highlighting the positive relationship between these factors can attract millennials who are more conscious of environmental issues. Policymakers can design campaigns that enhance the green environmental knowledge (GEK) of millennials. These campaigns could focus on educating the target audience about the importance of sustainable practices, the environmental impact of various choices, and the benefits of choosing eco-friendly products. Companies can integrate environmental responsibility into their CSR initiatives. This not only aligns with millennials' values but also serves as a positive contribution to society, improving brand image and attracting environmentally conscious consumers. Thus, this study makes a meaningful contribution to our understanding of GPB in Saudi Arabia. Policymakers and businesses can use these insights to design targeted interventions and marketing campaigns that promote sustainable practices among millennials [5].

7. Limitations and direction for future research

The outcomes of this research contribute to the literature and provide valuable insights into the relationships among GBC, GEA, GEK, GPQ, GPS, GPT, GPV, and GPB. However, several limitations must be acknowledged. First, most of the studies that this research focused on specific product categories or industries, making it necessary to investigate a broader range of contexts [56]. Second, most relevant research, including this study, has relied on self-report measures, which can be prone to social desirability bias. Subsequent research should consider utilizing objective measures, such as behavioral observations or longitudinal designs, to improve the validity of the outcomes. Third, the impact of demographic factors, such as socioeconomic status and cultural differences, on the bond between GPQ and green behavior warrants further exploration. Fourth, this study focused only on millennials in Saudi Arabia, which limits the applicability of the findings to other populations. Other cultural contexts and socioeconomic backgrounds may influence the bond between predictor factors and green behavior differently. Fifth, this study did not consider all possible variables or their relationships with each other or GPB. The nonsignificant relationship between millennials' GPB and the GPQ, GPS, and GPT is intriguing. This result may indicate that other factors or individual characteristics influence millennials' decision-making processes regarding eco-friendly products [3]. Exploring additional variables and their interplay with those examined in this study could provide a more thorough understanding of the complexities underlying green consumer behavior. Sixth, the application of convenience sampling in selecting a sample, specifically targeting educated youths from a reputable higher education institution in Saudi Arabia, introduces limitations in generalizing the findings to the broader consumer community in the country. To enhance the external validity of future research, it is recommended to consider using a randomly selected sample from the general population. This study focused solely on School of business' students at KFU in Al-Ahsa restricts the study's representativeness of the entire KSA population. Future study can consider broadening the study's geographical scope to ensure more accurate representation. furthermore, Future study can consider both urban and rural areas which will contribute to a more comprehensive understanding of green consumer behavior in the region. Finally, future studies need to consider a more comprehensive approach to explore the dynamics of millennials' green behavior, investigate the potential influence of other relevant factors, and include diverse samples from various regions to enhance the generalizability of the results to external contexts [47].

8. Conclusion

In summary, this study offers valuable insights into the determinants of millennials' green behavior in Saudi Arabia. The positive impacts of GBC, GEA, GEK, and GPV highlight potential avenues for promoting sustainable practices among Millennials. However, the non-significant relationships observed with the GPQ, GPS, and GPT indicate the need for further investigation and a more nuanced approach to understanding green consumer behavior. By addressing this study's limitations and building on its findings, researchers and policymakers can develop more effective strategies for fostering environmentally responsible behavior among millennials and contribute to a greener future.

Funding information

This work was supported by the Deanship of Scientific Research, Vice Presidency for Graduate Studies and Scientific Research, King Faisal University, Saudi Arabia [GRANT5,194].

Ethics declarations

The study was approved by the Deanship of the Scientific Research Ethical Committee, King Faisal University (KFU-REC-2022-OCT-ETHICS231- date of approval: 11/10/2022).

Data availability statement

The data that support the findings of this study are available from the corresponding author upon reasonable request.

CRediT authorship contribution statement

Hashed Mabkhot: Writing – review & editing, Writing – original draft, Visualization, Validation, Supervision, Software, Resources, Project administration, Methodology, Investigation, Formal analysis, Data curation, Conceptualization.

Declaration of competing interest

The author declares no conflict of interest.

Appendix A. Measurement of the constructs

Constructs	Items
Green behavioral control	‘I believe it's entirely my decision to buy a green product.’	[56]
	‘I don’ t believe I can pay more to buy a green product.’
	‘I believe I require a lot of time to search for a green product.’
	‘I believe I am confident about the credibility of the green product label.’
	‘I believe I can buy a green product for an ecological reason.’
Green environmental awareness	‘I think there should be more retail shops selling a green product.’	[75]
	‘I think I have a responsibility to protect the environment.’
	‘I think the environment is getting worse due to pollution.’
	‘I don’ t thinks the environmental problem will affect human life.’
Green environmental knowledge	‘I know that I buy products and packages that are environmentally safe.’ ‘I know more about recycling than the average person.’ ‘I know how to select products and packages that reduce the amount of waste ending up in landfills.’ ‘I understand the environmental phrases and symbols on product packages.’ ‘I am confident that I know how to sort my recyclables properly.’ ‘I am very knowledgeable about environmental issues.’	[76]
Green perceived quality	‘Green products have an acceptable standard of quality.’ ‘The green products appear to be durable.’ ‘The green products appear to be reliable’	[72]
Green price sensitivity	‘I will prefer to pay higher for the green product that has good quality.’ ‘The price of green products is in accordance with the benefit.’ ‘The green product is not reasonably priced.’ ‘I think the prices of green products are in line with the value of the product.’ ‘I think the prices of green products are more economical.’	[56]
Green product trust	‘I don’ t think I feel that green product is generally reliable.’ ‘I think I feel that green product claims are generally trustworthy.’ ‘I think I can buy a green product because they are dependable.’ ‘I think I feel that organic food environmental concern meets my expectation.’ ‘I think the green organic product keeps promises for environmental protection.’	[73]
Green product value	‘I don’ t believe green product function provides good value quality.’ ‘I believe green product environmental performance meets my expectation.’ ‘I believe I purchase a green product because it has more environmental benefit than the non-green product.’ ‘I believe I purchase a green product because it is environmentally friendly.’ ‘I believe I purchase a green product because it has more environmental concerns than other product.’	[74]
Green purchase behaviour	‘I prefer choosing a product causing lesser pollution.’ ‘I prefer choosing energy-saving products.’ ‘I prefer choosing environmentally friendly products.’ ‘When I have a choice between two equal products, I will prefer the one with less harm to other people.’ ‘I prefer the environmental protection agency certified products.’ ‘Over the next month, I will consider buying green products because they are less polluting.’	[56]