Sustainable initiatives-residents’ perceptions and behavior in Saudi Arabia

This study investigated residents' perceptions and behaviors regarding sustainable initiatives in Saudi Arabia using a survey, as little research has been conducted on this topic. Drawing on data from 303 Saudi Arabian residents and applying Partial Least Squares Structural Equation Modelling with SmartPLS 4.0, the research found a positive association between government and company initiatives and residents' perceptions and behaviors toward sustainability. The contribution of this research is significant, as it shows that corporate initiatives related to sustainable materials, sustainable products, sustainable energy consumption, carbon control, sustainable supply chain, and effective communication or reporting can affect sustainable perceptions and behavior among Saudi Arabian residents. It also identified various government sustainability initiatives that positively affect residents' perceptions and behaviors regarding sustainability in Saudi Arabia. Results from this study suggested that to influence residents’ perceptions and behavior on sustainable cities and communities (SDG 11) and consumption and production (SDG 12), corporations and governments need to introduce more sustainable initiatives. The findings elevated theoretical understanding and provided practical insight on how to educate and promote sustainability initiatives to motivate the residents and customers to change their perceptions and behavior. It also offered policy suggestions on carbon credits, loan facilities, and greater innovation subsidies to influence change in consumer perceptions and behavior regarding sustainability.