Analysing the Influence of National Culture on Consumer Behaviour in the Context of Saudi Arabia

Abstract

This 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.