Title: Eco-friendly and healthy consumption of young Saudis: its stimuli and welfare

Authors: Maher Toukabri; Odai Falah Mohammad AlGhaswyneh

Addresses: Marketing Department, College of Business Administration, Northern Border University, P.O. Box 1312-Arar 91431, Saudi Arabia; FSEGJ, Jendouba University, Tunisia ' Northern Border University, CBA – Marketing Department, P.O. Box 1312, Arar, 91431, Saudi Arabia

Abstract: This study intends to discover the determinants of healthy consumption in the Saudi market. It equally intends to fill the rift caused by the absence of studies investigating the healthy consumption process and the benefit brought to the Saudi youth. The literature background allows us to design a model of the healthy consumption of young Saudis, and the hypotheses to test. The quantitative part presents two samples of young consumers in the Saudi market. For this, we interviewed consumers, visitors of four restaurants in Arar Mall, located in KSA. The first sample was used in the exploratory study and the second one was collected to confirm the measurements, test the hypotheses, and validate and specify the developed model. This study aimed at providing deeper insights into the healthy consumption of young Saudis. Hence, we specifically concentrated on youth healthy intention purchase antecedents, their willingness to pay mediation, and past behaviour moderation.

Keywords: health consciousness; subjective norm; perceived behavioural control; past healthy eating behaviour; willingness to pay for green; healthy eating intention.

DOI: 10.1504/MEJM.2019.102829

Middle East Journal of Management, 2019 Vol.6 No.6, pp.725 - 745

Available online: 13 Aug 2019 *

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