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Article

Purchase Behaviour of Green Footwear in Saudi Arabia Using Theory of Planned Behaviour

by
Mosa Aseri
1,* and
Zaid Ahmad Ansari
2
1
Department of Marketing, College of Business, King Abdulaziz University, Jeddah 21589, Saudi Arabia
2
Department of Business Administration, College of Business and Economics, Qassim University, Buraydah 51452, Saudi Arabia
*
Author to whom correspondence should be addressed.
Sustainability 2023, 15(6), 5045; https://doi.org/10.3390/su15065045
Submission received: 26 January 2023 / Revised: 4 March 2023 / Accepted: 6 March 2023 / Published: 13 March 2023
(This article belongs to the Section Economic and Business Aspects of Sustainability)
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Abstract

:
The study aimed to discover the factors influencing the purchase intention and purchase behaviour of customers for green footwear in the context of Saudi Arabia. The study used the theory of planned behaviour constructs, which was extended with two more variables, environmental consciousness, and health consciousness. It investigated the influence of health consciousness on green purchase intention and attitudes, as well as the influence of environmental consciousness on attitude, subjective norms, perceived behavioural control, and green purchase intention and behaviour of the customers. The results were drawn from empirical data collected from 419 respondents in Saudi Arabia by administering a structured questionnaire. The research model investigated the relationships among constructs by using a structural equation modelling approach. The results show that environmental consciousness influenced attitude, subjective norms, perceived behavioural control, and green purchase intention and behaviour. On the other hand, health consciousness influenced attitudes but showed no significant relationship with the green purchase intention of the customers. Furthermore, environmental consciousness, perceived behavioural control, attitude, and subjective norms showed a statistically significant relationship with green purchase intention for green footwear; however, perceived behavioural control failed to influence green purchase behaviour. The current study is the first of its kind on green footwear using the theory of planned behaviour. Additionally, this is the first study to be conducted in the context of Saudi Arabia. The originality of the study is reflected in the extension of the theory of planned behaviour model with the two constructs of environmental consciousness and health consciousness.

1. Introduction

The increased consumption of goods and services has depleted natural resources and severely damaged the environment. Global warming, environmental degradation, pollution, and decline in flora and fauna are some of the serious consequences of environmental damage [1]. These issues have led to increased environmental concerns among major stakeholders; one such change is the consumer purchasing behaviour towards organizations, which encouraged the latter to engage in sustainable practices [2]. Customers’ increasing demand for environmentally friendly products and services has led organizations to become proactive in sustainable practices [3]. These environmental problems may be solved by transforming human behaviour in a more environmentally sustainable way [4,5]. The consumption habits of people need to change urgently in order to maintain a safer and healthier lifestyle for the present and future generations [6,7,8]. In fact, sustainable consumption behaviour (approaching, purchasing, and consuming products in an environmentally friendly manner) is considered to be an indispensable requirement for promoting sustainable development [4,9,10].
Green purchasing behaviour refers to buying environmentally friendly products and avoiding those detrimental to it [11]. A green product satisfies needs without environmental impairment, hence contributing towards a highly sustainable planet [12]. These products have a lower impact on the environment and are environmentally protective towards nature. They use recyclable materials, are presented in less packaging, and use materials that are safer to the environment [1]. Eco-friendly washing machines, plant-based products, energy-saving light bulbs, and organic products are some examples of green products. Green purchasing is measured as the intention and behaviour of buying green products; intention refers to a consumer’s willingness to buy green products. Intention is the motivational factor that influences the buying behaviour of green products [13].
In recent decades, environmentally sustainable consumption behaviours have become a crucial topic in the consumer market and research due to environmental issues [14,15,16]. Research has focused on a variety of products and services, such as purchase intentions and the behaviour of purchasing organic food, cloths, electric vehicles, and green furniture. Xu et al. [10], investigated green furniture purchase intention, using the theory of planned behaviour (TPB). Several studies investigated the intention of visitors to stay in green hotels [17,18,19]. Joshi and Rahman [20], studied important factors in green purchase behaviours (GPBs), and Bashir et al. [21], extended TPB to visitors’ behaviour in green hotels. Wang et. al. [22], using TPB, predicted the user’s intention to acquire electric vehicles. Yadav and Pathak [23], studied the intention to purchase organic food. In order to develop a sustainable planet, more products, services, and industries need to engage in sustainable business practices. There is also a need to convince the mass of consumers to use green products regularly. One such product used by every individual is footwear. The clothing and footwear industry heavily pollutes the environment in the manufacturing process and disposal of waste [24,25,26]. At present, major footwear and clothing producers, such as Adidas, Nike, H&M, and Zara, have added products containing sustainable materials, such as organic cotton, to their collections [27]. They are producing green footwear using recyclable materials, presented in less packaging, and the materials used are safer to the environment [1]. Since footwear is used by everyone irrespective of gender, age, income, education, and development stage, if everyone starts using green footwear, it may have vast positive effects on environment protection. Not only are the producing countries important in this matter; the consumers at the global level should also be aware and use green footwear to reduce the damage to the environment. In spite of footwear being used by every individual, consumer behaviour regarding green footwears has not been sufficiently investigated by researchers.
Saudi Arabia is one of the largest countries in the Middle East, with a population of 35.9 million people, with a per capita income of USD 44,300 [28], and a growing economy. The Saudi government aims to revamp its economic influx of non-ecologically friendly products through a greener economy. The consumers and markets in Saudi Arabia have become increasingly aware of the growing effects of global warming due to non-degradable products; therefore, they have opted to side-step non-biodegradable goods for green products and services [29]. The vision of the green initiatives of Saudi Arabia and the Middle East is a greener future and better quality of life. Saudi Arabia aspires to enhance quality of life and safeguard future generations at home and beyond its borders. Working toward this goal, the Kingdom of Saudi Arabia brought together government ministries, private sector entities, and foreign leaders under dual green initiatives to identify and deliver on opportunities to rapidly achieve climate action. To achieve its sustainable initiates, the people of the country must also actively appreciate, accept, and practice sustainable behaviour in their day-to-day lives. This study is important as it fills the literature gap by adding another instance to the literature of sustainable consumption. The study is also important because the findings will help in understanding the factors that may influence the purchasing behaviour of green footwear, thus promoting the use of green footwear, which will eventually lower the negative impact on the environment locally as well as globally.

2. Review of the Literature

2.1. Environmental Consciousness (EC)

In the pro-environmental literature, researchers have emphasized the importance of EC as a significant measure in predicting an individual’s ecological friendly behaviour. EC indicates “the extent to which individuals are conscious of environmental issues and are ready to support steps to eradicate these issues and demonstrate the readiness to personally contribute to the solution” [30,31,32]. Recently, a large number of customers has become environmentally conscious due to the considerable damage that has been inflicted on the environment and the growth of environmental activities to protect the environment. Consequently, consumers’ environmentalism has gained significance [33,34]. According to Kim and Seock [35], EC significantly influences the attitude of the consumers for natural beauty products. Many scholars have suggested that EC generally has an indirect impact on sustainable behaviours, and it affects behaviour indirectly through other factors [22,36,37]. To support this view, Bamberg [38], surveyed 380 students in various universities to demonstrate that EC can indirectly affect behavioural intention. The results revealed that EC indirectly influences behavioural intention through TPB constructs, namely, attitude, subjective norms (SN), and perceived behavioural control (PBC); hence, in this study, the researchers propose the following hypotheses:
Hypothesis (H1).
EC has a positive relationship with attitude.
Hypothesis (H2).
EC has a positive relationship with SN.
Hypothesis (H3).
EC has a positive relationship with PBC.
In another study, Chen and Tung [37], created an extended TPB model to forecast the visitors’ intention in staying at green hotels that incorporated EC. Saari et al. [39], found that EC strongly influences behavioural intention, which, in turn, acts as a mediator for sustainable consumption behaviour. They discovered that EC impacted TPB factors positively. Other studies have also discovered that EC directly influences consumers’ green purchase behaviour (GPB). A study conducted in India by Jaiswal and Kant [30], found that EC directly and positively influenced GPI. Pagiaslis and Krontalis [40], noted that customers’ green purchase intention (GPI) was directly and significantly impacted by EC. According to Smith and Paladino [41], the intention to purchase organic food was greatly influenced by EC. Based on the above discussion, the current study proposes the following hypotheses:
Hypothesis (H4).
EC has a positive relationship with GPI.
Hypothesis (H5).
EC has a positive relationship with GPB.

2.2. Health Consciousness (HC)

HC is the seriousness with which an individual contemplates health concerns and the extent to which an individual integrates them into their day-to-day affairs [23,42]. According to Paul and Rana [43], consumers who are more conscious of health issues showed greater favourable attitudes toward purchasing eco-friendly products. Kim and Seock [35], found that health consciousness significantly influenced the importance placed on the attributes of beauty products. They showed that those with high levels of health consciousness are significantly more positive in their evaluation of their perceptions of natural beauty products. Cervellon and Carey [44], surveyed the motivational factors of Canadian and French consumers to purchase eco-friendly fashion and found that consumers’ health concern is considered as one of the prime factors driving the purchase of eco-friendly clothing. In terms of organic food consumption, many researchers found a positive impact of HC on consumer attitudes and intentions toward purchasing organic foods [23,41,45]. The foregoing literature shows that the health consciousness of consumers influences their attitude and purchase intention for sustainable products; hence, this paper proposes the following hypotheses:
Hypothesis (H6).
HC has a positive relationship with attitude.
Hypothesis (H7).
HC has a positive relationship with GPI.

2.3. Attitude

Attitude refers to one’s evaluation of specific behaviour, whether the behaviour is perceived favourably or unfavourably [46]. TPB advocates that if anyone develops a favourable attitude towards a particular behaviour, the chances of conducting that behaviour increase [47]. Ayar and Gürbüz [48], found that variables of planned behaviour theory, which are attitude, subjective norm, and perceived behaviour control, have statistically significant effects on sustainable consumption intentions, and intention has an effect on sustainable consumption behaviours. According to the study of Kotchen and Reiling [49], attitude was the dominant predictor of intention. In terms of green products and the environment, studies across different cultures have shown a positive relationship between consumers’ attitude and GPI [50]. Qin and Song [51], found green purchase behaviour and green transportation behaviour are mainly influenced by attitude. According to Birgelen et al. [52], positive attitudes toward protecting the environment increase the intention to buy beverages with environmentally friendly packaging. Wang et al. [22], also used TPB to forecast consumers’ intention to acquire electric vehicles. The results indicated that consumers’ attitudes significantly influence their adoption intention of hybrid electric vehicles. Based on the above discussion, the researchers propose the following hypothesis:
Hypothesis (H8).
There is a positive relationship between attitude and GPI.

2.4. Subjective Norms (SN)

Subjective norm is the second behavioural intention predictor in the TPB model. It is defined as a person’s perception of social pressure and expectations imposed by significant others who are important to a person and who have an influence on their behavioural intention [47]. In some situations, the approval or disapproval of friends, family, and others important to a person may impact their behavioural intention [53,54]. While researchers in various contexts proved the essential role of subjective norm in encouraging consumers to purchase green products, some researchers claimed an insignificant relationship exists among SN and GPI [55,56]. The findings of Varshneya et al. [56], suggested that consumers’ purchase intentions of organic clothing are not affected by social influence. Thus, they suggested that this relationship needs further examination to be better understood. In the current study, the researchers investigated the impact of SN on GPI towards green footwear and the following hypothesis is proposed:
Hypothesis (H9).
SN has a positive relationship with GPI for green footwear.

2.5. Perceived Behavioural Control (PBC)

PBC is the third variable of the TPB model, commonly studied in predicting the purchase intention. Ajzen described PBC as the degree of difficulty or ease a person perceives in performing a specific behaviour [47]. A person’s behaviour may be affected by many external factors, such as opportunity, time, and money. Thus, the more control an individual has over these factors to conduct a distinct behaviour, the higher the chance of it being performed [37,47]. Past studies [57], divided the PBC factors influencing consumers’ attention to internal and external factors. A person’s behaviour may be internally controllable when a person believes that they have control over internal human resources, such as confidence, required skills, and ability to accomplish the behaviour. A behaviour may also be controlled by external factors, such as time, convenience, and availability, when it is perceived as uncomplicated to accomplish [58]. Earlier research has considered PBC as a direct predictor of intention as well as behaviour [59]. PBC has a direct link to intention as well as to behaviour towards green product consumption. Several studies have indicated the positive impact of PBC on intention in different contexts, such as green hotels [37], green household appliances [60], recycling [61], and consuming green products in general [62]. Based on the foregoing discussion, the following hypotheses are proposed:
Hypothesis (H10).
PBC has a positive relationship with consumers’ GPI.
Hypothesis (H11).
PBC has a positive relationship with consumers’ GPB.

2.6. Green Purchase Intention (GPI)

Ajzen identified intention as the readiness of an individual to conduct a specific behaviour. Moreover, intention is believed to be an immediate precursor to behaviour and is therefore considered the best predictor of behaviour [63]. In other words, depending on the strength of an individuals’ intention to perform the behaviour, the intention turns into actual behaviour. According to Mostafa [64], GPB refers to buying eco-friendly and sustainable products that can be easily recycled and do not harm the environment and society. Consumers’ behaviour to purchase green products is assessed by GPI [65]. Other research indicated a strong relationship between buying intention towards green products and purchase behaviour [30,66,67], while such relationships are not well understood in other studies, such as Kumar et al. [68], Yadav and Pathak [23], and Wei et al., [69]. From the above discussion, the following hypothesis is proposed:
Hypothesis (H12).
GPI has a positive relationship with GPB.

3. Research Framework

From the literature, the researchers developed a framework (Figure 1) to identify the objectives of the study. The current research was primarily based on the Theory of Planned Behaviour model proposed by Ajzen [47], extending it by adding the EC variable as an antecedent to attitude, SN, and PBC, which further influences the GPI for green footwear. The study also extended the model by investigating the influence of HC on attitude and GPI of green footwear.

4. Methodology

The TPB model variables (attitude, subjective norms, and perceived control behaviour) were used to study the GPI and GPB of respondents towards green footwear. The model was extended with EC and HC as explained in the research framework in Figure 1. Partial least squares structural equation modelling (PLS-SEM) was used to analyse the model.

4.1. Data Collection

The survey for the current study was administered entirely online by using Google Forms in July and August 2022. The survey cover letter contained descriptions of the research purpose and the meaning of green footwear. Additionally, the participants were guaranteed the confidentiality of their responses. The questionnaire was sent to the respondents by Telegram and WhatsApp. A total of 462 questionnaires were received; however, 43 were discarded as they were incomplete. The sample size of 419 was regarded to be appropriate and it fits the guidelines for using structural equation modelling [70]. The respondents’ demographic information, such as the gender, age, education, and monthly income, were collected and are depicted in Table 1. The demographics of the participants are shown in Table 1: 122 females and 297 males, about 75% of the respondents were aged between 20 and 40 years, and in terms of education level, more than half of them, 58.9%, have a bachelor’s degree. Therefore, the demographic profile of the respondents for this study indicated that most of the respondents were educated and young adults capable of understanding the topic [11] and thus were more likely to have GPB.

4.2. Questionnaire and Measurement

A structured questionnaire divided into two sections was used to collect data on the identified constructs as per the proposed model from respondents in Saudi Arabia. For a higher participation and better understanding of the questions, the questionnaire was translated into the Arabic language as the respondents were mainly Arabic speakers and a bilingual questionnaire was distributed. The first section included the demographic characteristics of the respondents, such as gender, age, education, and their monthly income. The questionnaire was distributed randomly through email and various WhatsApp groups in which the researchers were members. Additionally, students were contacted to fill it in by themselves and share it with their groups and contacts. The second section of the questionnaire contained the constructs and their indicators based on the existing measures or adapted from similar scales, as shown in Table 2. All the studied constructs in the survey questionnaire were measured by a 5-point Likert scale, from “1 = strongly disagree” to “5 = strongly agree”.
The questionnaire included 33 items in total to assess attitude (6 items), SN (4 items), PBC (6 items), EC (6 items), HC (3 items), GPI (4 items), and GPB (4 items).

4.3. Data Analysis

Partial least squares structural equation modelling (PLS-SEM), using the Smart PLS 4 program [72], was used to validate the measures model developed and to test the hypotheses. This approach readily incorporates both reflective and formative measures and has less restrictive assumptions about the data [73,74,75]. For instance, PLS does not require a normal distribution since it uses bootstrapping to empirically estimate the standard error for its parameter estimates [76,77]. Therefore, normality in the distribution was not checked.

5. Results

5.1. Factor Loading, Reliability, and Validity

The factor loading for all items varied between 0.752 and 0.931, except for the fifth statement under PBC, which was 0.263. The statement was “I think green footwear is available in my life”, and it was removed. Reliability analyses examined the stability and consistency of the dimensions and items. Table 3 shows the Cronbach’s alpha values, which were greater than the threshold of 0.70 [78]. The values for all constructs were greater than 0.80, which is considered desirable [79]. Another measure of reliability, Rho_a, showed a high level of internal consistency, indicated by all values being greater than 0.8 [80]. The average variance extracted (AVE) for each dimension exceeded 0.5, which showed sufficient convergent validity for an item [81]. Table 3 presents the results for all the variables.

5.2. Discriminant Validity

Discriminant validity means the degree to which the measures of two constructs are empirically distinct [82]. In other words, discriminant validity measures the extent to which constructs are independent and different from one other and have low level of correlations between the measures [83]. Discriminant validity between the constructs exists when the square root of AVE is greater than the diagonal values in the corresponding row and columns [84]. Table 4 shows that the square root of AVE is greater than the off-diagonal elements in the corresponding rows and columns of the correlation table, confirming the discriminant validity of the constructs.

5.3. Model Fit

Researchers tested the model fit indices, shown in Table 5. First, the root-mean-squared residual (SRMR) was checked, which is defined as the difference between the observed correlation and the model correlation matrix [85]. The allowed value range of the SRMR index is from 0 to 0.08; according to the analysis, the SRMR value was 0.06, which is lower than the threshold value of 0.08 [86]. Subsequently, the normed fit index (NFI) was assessed. NFI is one of the main incremental fit indices introduced by Bentler and Bonnet [87]. It evaluates the model by comparing the chi-squared value of the model to the chi-squared of the null model, where the null model represents the fact that all the variables are uncorrelated. Values greater than or equal to 0.90 represent a good fit [85]. However, values greater than 0.80 are acceptable [88,89]. The NFI value was 0.84, which is acceptable.

5.4. Structural Model and Hypothesis Testing

The standardized path coefficients and significance levels provide evidence of the model’s quality [75], and allow the researchers to test the proposed hypotheses. The path coefficients and significance levels are illustrated in Figure 2 and Table 6. The effects of the independent constructs on the dependent ones were examined since they provide practitioners with actionable results regarding cause–effect relationships. Figure 2 shows the main predictors of dependent variable of green purchase behaviour.
After the confirmation of the validity and reliability of the scales, the structural model was built, as discussed above in Table 3, Table 4 and Table 5. Regarding hypothesis testing, Table 6 shows the combined analysis of path coefficients, t-statistics, and p-values. The results shown in Table 6 indicate that EC -> attitude, EC is -> PBC, EC is -> GPI, EC is -> SN, attitude -> GPI, HC -> Att., HC -> GPI, PBC -> GPI, GPI -> GPB, and SN -> GPI have statistically significant path coefficients. The path coefficient PBC -> GPB was not statistically significant, as the t-value was lower than the recommended 1.96. Another hypothesis path coefficient, HC -> GPI, was statistically insignificant. Therefore, 10 hypotheses were accepted and 2 were rejected.
The structural model is presented in Figure 2. As shown by r2, the EC and HC explained 48.1% of attitude, EC further explained SN up to 37.8%, and 37.4% of PBC. On the other hand, EC, attitude, SN, and PBC explained 77.3% of the green footwear purchase intentions. Finally, green footwear purchase behaviour was explained 66.2% by green footwear purchase intention, PBC and HC.

6. Discussion

The main aim of the research was to determine the factors that influence the consumers’ purchase behaviour of green footwear in Saudi Arabia using the theory of planned behaviour with two extended constructs, EC and HC, presented in the research framework in Figure 1.
Five hypotheses were proposed for the independent variable EC. The first hypothesis predicted that EC has a positive relationship with the attitude of the customers towards purchasing green footwear. As in the case of previous studies conducted in the EC context [22,37,38], EC was found to have a positive relationship with the attitude towards green footwear. The second hypothesis proposed that EC has a positive relationship with SN. The hypothesis was based on the findings of Bamberg [38], Wang et al. [22], and Chen and Tung [37]. The results in this study are consistent with these findings and were statistically significant. The third hypothesis was that EC has a positive relationship with perceived behavioural control, and the results support it, which is consistent with the previous studies [22,37,38]. The fourth hypothesis proposed that PBC has a positive relationship with GPI. The hypothesis was based on the findings of Saari et al. [39], and Jaiswal and Kant [30]. The results are consistent and statistically significant in relation to earlier studies, showing a positive relationship between PBC and GPI towards green footwear. The fifth hypothesis proposed EC has a positive relationship with GPB. The results support the hypothesis, showing a statistically significant relationship between EC and GBP. The results show that EC has a statistically positive relationship with the major variables, namely, attitude, SN, PCB, and GPI, which may influence the GPB towards green footwear. Hence, EC is a strong predictor of GBP.
The sixth and seventh hypotheses were in relation to another independent predictor, HC. The sixth hypothesis proposed that HC has a positive relationship with attitude. The result shows that HC has a statistically significant relationship with attitude, and it is consistent with the previous findings [43,44]. When purchasing green footwear, HC may play an important role in forming a positive attitude towards green footwear [90]. The next hypothesis was about the relationship of HC with GPI. The relationship was statistically not significant. This is different from the previous studies, which showed that HC has a positive impact on the intention towards purchasing organic food [23,41]. The difference in the result may be due to the product under investigation, which, in the case of organic food, influences purchase intentions, but in the case of green footwear, shows no significant relationship. Organic food may be perceived to have direct health benefits; however, green footwear may not have any perceived direct health benefits.
The eighth hypothesis proposed that attitude has a positive relationship with GPI. As with previous studies [22,91,92], the results of the current study show that attitude positively influences GPI. Another study, by Lee et al. [14], showed that the relationship between attitude and customers’ expected outcomes of staying at a green hotel had a positive influence on GPI. Thus, attitude, as in the case of other products such as organic food and green hotels, has a statistically significant influence on the GPI of green footwear.
The ninth proposed hypothesis was that there is a positive relationship between SN and GPI. The results are consistent with those of previous studies that showed that SN positively influenced the behavioural intention of visiting green hotels [16,37,93], purchasing organic food [23,94], among others. As in the case of these findings on different products, the current study found that SN significantly influenced the GPI of green footwear. Taking the findings of Tarkiainen and Sundqvist [45], under consideration, SN can have a role in enforcing consumers to use green products in their daily life; thus, purchasing green footwear can slowly become a matter of routine such that, whenever a consumer wants to purchase footwear, they will purchase green footwear.
The tenth hypothesis was that PCB has a positive relationship with GPI and the eleventh hypothesis proposed a positive relationship with GPB. The findings of the study are consistent with the findings of previous studies conducted in various contexts, such as recycling [61], conservation [95], green hotels [37], and green products in general [62]. Unlike many studies that showed that PBC has a direct influence on intention and behaviour towards green product consumption, the findings of the current research show that PBC influenced only the GPI of green footwear; however, its impact on GPB was not statistically significant.
EC, attitude, SN, and PBC significantly influenced the GPI of consumers for green footwear. Together, these four factors explain 77.3% of the variance.
The last hypothesis of the study was that GPI has a positive relationship with GPB. The results show that there is a statistically significant relationship between GPI and GPB. The result is consistent with those of earlier studies [30,66,67]. GPI, along with EC and PBC, explained 66.2% of the GPB for green footwear. Thus, the proposed extended model in this study explained 77.3% of GPI, and 66.2% of GPB for green footwear, Figure 2.

7. Managerial Implications

The findings of this research have significant managerial implications. For the footwear industry, they provide various practical implications. The results inform industry professionals regarding the main predictors of green footwear purchase intentions and purchase behaviour. The findings of the research may be used by marketers in developing appropriate marketing strategies to promote green footwear in general, and in Saudi Arabia in particular. The findings of the study will be helpful in promoting green footwear, and marketers should highlight the environmental contributions when promoting products to environmentally conscious customers. As shown by the results, EC significantly influenced attitude, SN, and PBC, which, in turn, influenced GPI. EC directly influenced GPI and GPB. HC is another factor that can be used to promote green footwear. HC influenced the attitude of customers, which, in turn, influenced GPI. In the promotion of green footwear, marketers can highlight their health benefits, even if they are indirect; even though green footwear may not directly produce health benefits, since it is manufactured in a sustainable manner, it can protect the environment by not polluting it, thus contributing to the health of society at large. Another important finding that may be beneficial to the footwear industry is SN, which significantly influenced GPI. It indicates that people are influenced by each other in purchasing green footwear. Marketers can use influencers in society to promote green footwear, which may motivate others to purchase these items and to develop a norm of using green footwear in society.

Author Contributions

Conceptualization, M.A. and Z.A.A.; methodology, M.A. and Z.A.A.; data collection, M.A. and Z.A.A.; software Smart PLs 4, M.A. and Z.A.A.; formal analysis, M.A. and Z.A.A.; data curation, M.A.; writing—original draft preparation, M.A. and Z.A.A.; writing—review and editing, M.A. and Z.A.A. All authors have read and agreed to the published version of the manuscript.

Funding

This research received no external funding. The cost of the open access publication was covered by the researchers themselves.

Data Availability Statement

The data sets generated from the questionnaire through google forms for the current study are not publicly available. However, the data set used for analysis shall be shared from the corresponding author on request.

Conflicts of Interest

The authors declare no conflict of interest.

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Sustainability 15 05045 g001 550
Figure 1. Proposed model of the purchase behaviour of green footwear.
Figure 1. Proposed model of the purchase behaviour of green footwear.
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Sustainability 15 05045 g002 550
Figure 2. Structural model of green footwear purchase behaviour.
Figure 2. Structural model of green footwear purchase behaviour.
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Table
Table 1. Demographics data of respondents (N = 419).
Table 1. Demographics data of respondents (N = 419).
ItemsNumberPercentage (%)
Gender
Female12229.1%
Male29770.9%
Age (in years)
less than 2192.1%
21–3018042.9%
31–4013732.7%
41–506114.5%
More than 50327.6%
Education Qualification
Less than Intermediate00
Intermediate30.7%
High School6415.2%
Bachelors24758.9%
Master6715.9%
Ph.D.245.7%
Others143.3%
Income per Month11
Less than SAR * 500014835.3%
SAR 5001 to 10,0008720.7
SAR 10,001 to 20,00014233.8%
More than SAR 20,0004210%
Total419
* SAR stands for Saudi Arabian Riyals.
Table
Table 2. Adjusted statements to collect data.
Table 2. Adjusted statements to collect data.
Environmental Consciousness
-
I feel angry and frustrated when I think of the industries polluting the environment;
-
When comparing similar products, I tend to buy a green one, even if the price is more;
-
I will refuse buying a product that can seriously damage the environment on use;
-
Green-certified products are always my first priority, even though they have higher prices;
-
I am concerned about my actions to protect the environment;
-
I am often concerned and interested in environmental knowledge and information.
[21]
Health Consciousness
-
I consider the good health when I choose footwear;
-
I think I am a health-conscious consumer;
-
I am often concerned about issues related to health.
[22,37]
Attitudes
-
I feel the environment protection claim of green footwears is trustworthy;
-
I feel the reputation of green footwear in protecting the environment is reliable;
-
I think the idea of purchasing green footwear is good for me and the environment;
-
Buying green footwear is a valuable purchase decision;
-
I have a favourable attitude towards purchasing the green version of footwear;
-
If I can select between conventional and green, I would prefer green footwear.
[71]
Subjective Norms
-
Purchasing green footwear would make me admirable;
-
Purchasing green footwear would make a good impression of me;
-
Purchasing green footwear would improve how I am perceived;
-
Most people who are important to me expect that I buy green footwear.
[22,71]
Perceived Behavioural Control
-
I have the ability to purchase green footwear;
-
I have the resources and time to purchase green footwear;
-
If I want, I can buy green footwear confidently;
-
I have resources and time to purchase green footwear;
-
I think green footwear are available in my life;
Buying green footwear is entirely decided by myself.		[22,55]
Green Purchase Intention
-
I intend to buy green footwear because of its environmental benefits;
-
I will consider switching to green footwear for ecological reasons;
-
I expect to purchase green footwear in the future because of its positive contribution in saving the environment;
-
I surely want to purchase green footwear in my next purchase.
[37,71]
Green Purchase Behaviour
-
I make a special effort when buying green footwear;
-
I switched to buying green footwear because it is not harmful to the environment;
-
If I have a between conventional and green, I would buy green footwear;
-
I make a special effort to buy green footwear that is environmentally friendly.
[37,71]
Table
Table 3. Factor loading, construct reliability, and average variance extracted.
Table 3. Factor loading, construct reliability, and average variance extracted.
ConstructsItemsFactor LoadingCronbach’s Alpha Composite Reliability
(rho_a)		Composite Reliability
(rho_c)		Average Variance Extracted
Environmental ConsciousnessEC0.7790.9080.9120.9290.685
EC10.853
EC20.840
EC30.857
EC40.824
EC50.812
Health ConsciousnessHC0.8890.8670.8700.9190.790
HC10.903
HC20.873
AttitudeAtt0.8450.9040.9060.9270.678
Att10.790
Att20.869
Att30.861
Att40.813
Att50.758
Subjective NormsSN0.9140.9280.9310.9490.823
SN10.931
SN20.907
SN30.875
Perceived Behavioural ControlPBC0.8200.8660.8770.9030.650
PBC10.839
PBC20.826
PBC30.752
PBC40.790
Green Purchase IntentionGPI0.9100.9230.9240.9460.813
GPI10.912
GPI20.889
GPI30.896
Green Purchase BehaviourGPB0.7330.8350.8460.8900.671
GPB10.852
GPB20.809
GPB30.874
Table
Table 4. Fornell–Larcker criterion.
Table 4. Fornell–Larcker criterion.
AttitudeECGPBGPIHCPBCSN
Attitude0.823
EC0.6780.828
GPB0.6990.7420.819
GPI0.8040.7450.7740.902
HC0.5680.6820.5390.5710.889
PBC0.6040.6110.6170.7210.5540.806
SN0.6400.6150.6530.6760.4500.6070.907
Table
Table 5. Model fit summary.
Table 5. Model fit summary.
Saturated Model
SRMR0.060
d_ULS1.874
d_G0.706
Chi-squared1777.095
NFI0.842
Table
Table 6. Path coefficients.
Table 6. Path coefficients.
Mean, STDEV, t-Values, p-ValuesOriginal
Sample (O)		Sample
Mean (M)		Standard
Deviation (STDEV)		T Statistics
(|O/STDEV|)		p-ValuesHypothesis
Attitude -> GPI0.4250.4280.0459.3700.000Supported
EC -> Att0.5440.5440.05210.3760.000Supported
EC -> GPB0.3610.3620.0576.3820.000Supported
EC -> GPI0.2600.2580.0416.3400.000Supported
EC -> PBC0.6110.6140.03318.7440.000Supported
EC -> SN0.6150.6160.03318.8720.000Supported
GPI -> GPB0.4580.4570.0726.3950.000Supported
HC -> Att0.1970.1980.0662.9930.003Supported
HC -> GPI−0.042−0.0420.0411.0280.304Not Supported
PBC -> GPB0.0650.0660.0541.1910.234Not Supported
PBC -> GPI0.2680.2680.0416.5690.000Supported
SN -> GPI0.1000.1000.0402.5270.012Supported
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Aseri, M.; Ansari, Z.A. Purchase Behaviour of Green Footwear in Saudi Arabia Using Theory of Planned Behaviour. Sustainability 2023, 15, 5045. https://doi.org/10.3390/su15065045

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Aseri M, Ansari ZA. Purchase Behaviour of Green Footwear in Saudi Arabia Using Theory of Planned Behaviour. Sustainability. 2023; 15(6):5045. https://doi.org/10.3390/su15065045

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Aseri, Mosa, and Zaid Ahmad Ansari. 2023. "Purchase Behaviour of Green Footwear in Saudi Arabia Using Theory of Planned Behaviour" Sustainability 15, no. 6: 5045. https://doi.org/10.3390/su15065045

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