The rise of consumerism in Saudi Arabian society

Abstract

PurposeThe emergence of consumer‐oriented societies has become the central trait of our era. Saudi Arabia gained entrée to consumerism via its oil wealth. Numerous studies demonstrate that consumer lifestyle and consumerist attitudes are spreading in the country. The purpose of this study is to explain how Saudi Arabia came to be a consumer society, to present evidence of rampant consumption, and to describe how global and local economic, social, and governmental factors colluded to reinforce this cultural trend.Design/methodology/approachThis study is based on the survey and analysis of secondary data gathered from published studies and reports available in English and in Arabic.FindingsThe study shows that the spread of consumerism in Saudi Arabia is a consequence of a complex of global and local factors. Commercial television and the internet, marketing strategies, relentless and manipulative advertising, urbanization, and proliferating shopping centers, are all components of globalization promoting emulation of the Western consumerism lifestyle. The national government subsidies and give‐aways during the oil boom years due to increased national income, absence of taxes, public job availability, emerging middle class, liberal import policies, increased female participation in family purchase decisions, a burgeoning youth market, and increased per capita income have also enabled Saudi Arabia's transformation into a consumer society. In addition, statistics presented for a variety of durable and nondurable goods and services amply testify to rampant Saudi consumerism.Originality/valueExcessive consumption in Saudi Arabia is a threat to the social order. It is exacerbating economic, environmental, social, psychological, and health problems. As Saudi Arabia seeks sustainable development, more research is needed to identify and address problematic aspects of consumption. As part of this process, policy makers should distinguish what constitutes consumerism from healthy consumption patterns. Excessive consumption should be minimized as a way to avoid economic minefields and sustain economic growth.