The impact of digital advertising on purchase intention for green products in the Kingdom of Saudi Arabia: a field study

Abstract

The study addresses the critical need for effective and transparent digital marketing strategies to build trust among Saudi consumers and encourage the purchase of green products. This involves understanding how digital advertisements influence consumer behavior, particularly in promoting sustainable purchasing habits. The study aimed to assess the impact of digital ads on the intention to buy green products in Saudi Arabia, focusing on the level of trust and credibility these ads generate, the factors influencing this trust, and offering recommendations to enhance digital marketing strategies for greater effectiveness and transparency. A descriptive analytical approach was employed, utilizing a questionnaire administered to adult consumers in Riyadh and Medina. The results indicated that the impact of digital advertisements on purchase intentions had an average score of 3.6 out of 5, with a relative weight of 72%. Trust in these advertisements had a slightly lower average score of 3.4, with a relative weight of 68%. Factors affecting trust and credibility were rated higher, with an average score of 3.8 and a relative weight of 76%. The study concluded with several recommendations, including aligning green product marketing with Saudi Arabia's Vision 2030 initiatives and leveraging social media's significant role in the lives of Kay words: Digital Advertising - Green Products - Consumer