Do social pressure and technological development influence green consumer behaviour? Evidence from Saudi Arabia

This study explores the concept of green consumption, focusing on how social pressure and technological development influence consumers' purchase intention, happiness, and satisfaction. It responds to calls for deeper insights into green consumption, particularly within the restaurant industry in Saudi Arabia, which aligns with the country's Vision 2030 initiative promoting environmental sustainability. Data were gathered through a self-administered questionnaire from 350 participants and analyzed using structural equation modelling (SEM) via AMOS. The results reveal a positive relationship between social pressure and technological development, with technological development mediating the effects of social pressure on happiness and of purchase intention on satisfaction. These findings enhance the understanding of green consumption by highlighting the role of technology in shaping consumer behavior. The study offers practical implications for managers and policymakers aiming to adopt environmentally sustainable practices and better engage green consumers. It contributes meaningful insights to the growing body of literature on sustainable consumer behavior.