Barriers Shaping the Attitude–Behaviour Gap in Sustainable Purchasing: Evidence from Saudi Arabia

Abstract

This dissertation investigates the persistence of the attitude–behaviour gap in sustainable purchasing among Saudi consumers, a context where environmental awareness has grown but outcomes remain unsustainable. The research explores structural and supply-chain obstacles preventing people from turning pro-sustainability attitudes into actual purchasing actions. Guided by an interpretivist philosophy, it adopts a qualitative design using thirteen semi-structured interviews conducted in Arabic with Saudi consumers. Thematic analysis identified key patterns. Findings reveal five obstacles: high costs that frame sustainable products as luxury goods; limited availability in mainstream retail channels; weak transparency that fuels scepticism; negative product experiences prioritising convenience and quality; and inadequate end-of-life systems leaving consumers disempowered. The research shows that the gap stems from fundamental market and supply chain obstacles surpassing environmental awareness. Market transformation is presented as the solution to bridge this gap through affordable prices, accessible products, transparent information, consistent quality, and circular infrastructure. It contributes to theory by challenging the sufficiency of the Theory of Planned Behaviour and highlights practical implications for managers and policymakers.