Cultivating Green Consumers: The Impact of Digital Marketing on Sustainable Consumption in the Saudi Context

Abstract

Objectives: This research paper explores the role of digital marketing in fostering sustainable consumption in Saudi Arabia, a country undergoing rapid economic and social transformation under Vision 2030. By examining the interplay between digital marketing strategies, consumer behavior, and sustainability, this study aims to provide insights into how businesses and policymakers can leverage digital platforms to promote green consumption. Methods: The paper integrates theoretical frameworks such as the Theory of Planned Behavior (TPB) and Social Identity Approach (SIA) to analyze the factors influencing sustainable purchasing decisions among Saudi consumers. Results: Through a review of existing literature and case studies, the research highlights the potential of digital marketing to bridge the gap between consumer awareness and sustainable behavior, offering actionable recommendations for stakeholders.