Towards a better understanding of socially responsible behavior among young Saudi Arabians: The case of energy saving

Abstract

Energy consumption in Saudi Arabia is still almost three times the world average today, and the government is seeking to instill a culture of energy saving in the rising generation. Our research's main objective is to expose young people's explanatory attitude antecedents towards energy saving. Indeed, with reference to the current global context of dwindling resources, it is relevant to identify the levers of action to guide consumers towards socially responsible behavior. A quantitative study among 217 young Saudi Arabians and modeling structural equations highlighted the significant impact of subjective norms, cognitions resulting from awareness campaigns as well as the power of habits and the need to preserve comfort. This research has important implications for a country orienting its strategies towards greater social responsibility.