Linking Environmental Knowledge, Concern, and Behavior to Green Product Preferences through Perceived Value: Evidence from Saudi Arabia

Abstract

The increased environmental challenges require deeper insight into the factors that determine sustainable consumption. This study investigates how environmental knowledge, concern, and behavior influence green product preferences within the framework of Saudi Arabia's Vision 2030. The research investigates the influence of these factors on green product preference through the mediating role of perceived value. A quantitative, cross-sectional design was used for the collection of data from 472 Saudi consumers. The analysis was done using Structural Equation Modeling-AMOS, Confirmatory Factor Analysis, and model fit indices. Environmental concern and personal environmental behavior are significantly enhancing perceived value, which is strongly predictive of green product preference, whereas environmental knowledge is showing a weaker positive effect. Perceived value plays the role of a cognitive–evaluative bridge between environmental orientation and sustainable choice, providing theoretical and managerial insights for promoting green consumption.