Saudi Cultural Missions Theses & Dissertations
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Item Restricted Analysing the Influence of National Culture on Consumer Behaviour in the Context of Saudi Arabia(Aston University, 2024-09-30) Alshammari, Tahani Abdulkarim; Ogwude, UcheThis study analyses the influence of national culture on consumer behaviour in the Kingdom of Saudi Arabia with the Vision 2030 framework, a plan focused on expanding the economy and minimising dependence on oil. To better understand the influence of national culture on consumer behaviour, Hofstede cultural dimension and Theory of Planned Behaviour (TPB) theories have been adopted. Based on these theories, eight hypotheses were proposed and tested to analyse how cultural values and long-term orientation influence attitude, collectivism and individualism influence subjective norms, attitude, subjective norms, and perceived behavioural control influence purchase intention, and finally, how purchase behaviour intention influence actual purchasing behaviour. The findings reveal that long-term orientation has a significant positive influence on attitude. Moreover, it found that collectivism positively influences subjective norms, and subjective norms positively influence purchase intention. In addition, perceived behavioural control positively influences purchase intention, and purchase intention has a significant positive on purchase behaviour. The research contributed to understanding the cultural influence on consumer behaviour. The research also acknowledges the limitations, such as the reliance on quantitative data and the specific focus period. The research in future can adopt qualitative methods and enormous scope to capture Vision 2030 long-term influence on the behaviours of KSA consumers. The research provided valuable understandings for policymakers and businesses, emphasising the need to align marketing strategies with cultural shifts to foster economic and sustainable growth and preserve the cultural identity of KSA.36 0Item Restricted A Behavioural Approach to Develop Sustainability Leadership(Swansea University, 2024-07) Alharbi, Mohammed Moawad; Wood, ClareThis study explores sustainability leadership development among engineers in Saudi Arabia’s manufacturing industry to advance sustainable manufacturing. It examines the relationship between engineers’ personal sustainability and sustainability leadership by developing a new measurement tool and applying the Theory of Planned Behaviour (TPB). Also, it investigates the impact of sustainability attitudes, subjective norms, perceived behavioural control, and sustainability awareness on sustainability leadership among engineers. The study utilises a quantitative survey to develop a novel tool for measuring sustainability leadership behaviours. Grounded in the Cambridge model of sustainability leadership behavioural competencies, the tool is tested using Exploratory Factor Analysis (EFA) with 163 participants to identify its underlying factor structure. Moreover, Confirmatory Factor Analysis (CFA) is conducted with 675 participants to validate this structure and assess the model’s overall fit. The hypothesised relationships are also examined using partial least squares structural equation modelling (PLS-SEM) analysis. The empirical evidence confirmed the scale’s validity and reliability and provided valuable insights into the variables influencing sustainability leadership behaviours. The PLS-SEM results demonstrated strong explanatory capabilities and satisfactory predictive power in the model. Significant relationships were found between engineers’ sustainability intentions and their sustainability leadership. This research extends the TPB by integrating sustainability awareness and confirmed a direct relationship between sustainability awareness and sustainability leadership behaviours. These findings have significant practical implications, indicating that targeted interventions in engineering education and professional development are essential to foster sustainability leadership competencies. They advise policymakers and manufacturing leaders to enhance sustainability awareness, culture, and regulations to develop effective sustainability leadership practices. Management should support sustainable practices by being role models, providing necessary resources, eliminating potential barriers, and easing conflicts in decision-making. Future research should validate the measurement tool and examine how personal factors influence sustainability leadership competencies across diverse cultural and industrial contexts. This research introduces a novel multidimensional self-report scale for measuring sustainability leadership behavioural competencies grounded in a well-established model. It is the first to explore the relationship between personal and leadership sustainability empirically.22 0Item Restricted Understanding Slow Fashion Adoption in Saudi Arabia: A Theory of Planned Behavior Perspective(University of Strathclyde, 2024-02-26) Alwekail, Sarah; Paddison, AndrewThis quantitative research aims to understand the factors driving and hindering consumers' adoption of slow fashion consumption patterns, using the theory of planned behaviour as a theoretical background to examine consumers' attitudes, subjective norms, perceived behavioural control and correlating these with the level of intention and actual behaviour. Twelve semi-structured interviews were conducted with a sample of Saudi females aged between 18 and 65. Generation-based comparisons were made by equally dividing the sample into two groups: the first group consisting of six participants from the 1980s and 1970s generations, and the second group consisting of six participants from the 1990s and 2000s generations. The findings revealed that subjective norms, high aesthetic desire, and feelings of futility are among the main reasons causing 'attitude-behavioural gap' hindering participants from strictly adopting the slow fashion principle. Additionally, this study reveals that participants born in the 1980s and 1970s had a higher intention and preparation to adopt the slow fashion principle than participants born in the 1990s and 2000s. The difference in intention levels between generations is traced back to subjective norms, where participants born in the 1980s and 1970s experience less social pressure, which validates the theory of planned behaviour. No discernible distinction observed between generations regarding attitude and perceived behavioural control. Reducing stress was the main motivational factor observed to encourage both generations to reduce their consumption. The study's contribution lies in expanding the scope of cultures that can be compared in the field of fashion behaviours and providing a foundation for researchers and practitioners aiming to influence the behaviour of Saudi women.19 0