PROQUEST DTG-An Investigation of Sustainable Consumption Behaviour in Relation to Indoor Domestic Soft Furniture Consumption in the Contex of Riyadh, King of Saudi Arabia

Ahmed Sahab, Shahd (2018) PROQUEST DTG-An Investigation of Sustainable Consumption Behaviour in Relation to Indoor Domestic Soft Furniture Consumption in the Contex of Riyadh, King of Saudi Arabia. Post-Doctoral thesis, University of Manchester.

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Abstract

This PhD research investigates the extent of sustainable consumption behaviour, in the context of females in the Kingdom of Saudi Arabia (KSA), with a particular focus into indoor domestic soft furniture. It further was set out to identify any emerging patterns in their (Saudi females’) behaviour that can be linked to green consumer typologies and see whether any greening behaviour exists. This utilised McDonald et al.’s (2006a,b) typology as an instrument for analysis of ‘greening behaviour’ within the context of this research. With the KSA introducing the 2030 Vision, the country has potential to shift towards a more ‘sustainable’ (less polluting) economy. This entails a shift in attitude towards a long-term commitment to sustainability and sustainable production and consumption. This study is one of the first to investigate Islam as world religion – first in the context of the KSA, females, sustainable consumption behaviour, and indoor domestic soft furniture. The context of this study was exploratory and utilised a qualitative method approach where 26 in-depth semi structured interviews were conducted, with female participants, married, aged 25-59, reside in Riyadh City, KSA, and act as the head of the household. These interviews identified consumers understanding of sustainability, explored consumers consumption behaviour in the context of furniture consumption and disposal, as well as explored participants awareness and knowledge of the 2030 Vision. Key finding of this PhD research is on the one hand religion as a main driver for sustainable consumer behaviour and the emergence of cognitive dissonance. Cognitive dissonance allowed to explain individual’s sustainable practices, which is linked to Islam and has a significant influence within everyday life and thus, on sustainable consumption behaviour. This research offers original insight and important findings, that have theoretical and practical implications: understand sustainable consumption behaviour - through cognitive dissonance; and how religion (Islam) has a massive impact on sustainable consumption behaviour. With the 2030 Vision having been introduced in the Kingdom of Saudi Arabia, it is vital to explore potential means of translating it into action and how the values and beliefs of Islam can support this.

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