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<p>This study investigates the role of social media determinants in shaping consumer behavior in the circular economy (CBCE), with a focus on digitally active users in Saudi Arabia. Integrating the Theory of Planned Behavior (TPB), Social Cognitive Theory (SCT), and Value–Belief–Norm (VBN) Theory, the research develops a theoretically enriched model comprising digital antecedents—exposure to environmental marketing content, online interpersonal influence, social networking site involvement, and user-generated environmental content—alongside moderators such as eco-literacy and environmental consciousness. A cross-sectional survey of 324 Saudi social media users was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM), revealing that environmental attitude and subjective norm significantly drive behavioral intention and actual circular behavior. Notably, eco-literacy and environmental consciousness moderate key pathways, highlighting the importance of personalized sustainability communication. The study advances theoretical understanding by digitalizing the TPB framework, refining SCT’s learning mechanisms in social contexts, and empirically validating VBN constructs within digital ecosystems. Practically, the findings offer a roadmap for targeted digital sustainability campaigns, platform-level interventions, and public eco-literacy strategies aligned with Vision 2030. The model demonstrates strong explanatory (R² = 0.744) and predictive power (Q² &gt; 0.4), underscoring its utility as both a behavioral insight tool and a policy design instrument. This research contributes a novel and contextually grounded framework for mobilizing circular behavior in digitally mediated consumer environments.</p>

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Effect of Social Media Determinants on Consumer Behaviour in the Circular Economy (CBCE): Empirical Study from Saudi Arabia

  • 期刊论文

  • 发表日期：

    2026年2月23日

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  • Saad Almosa

摘要

This study investigates the role of social media determinants in shaping consumer behavior in the circular economy (CBCE), with a focus on digitally active users in Saudi Arabia. Integrating the Theory of Planned Behavior (TPB), Social Cognitive Theory (SCT), and Value–Belief–Norm (VBN) Theory, the research develops a theoretically enriched model comprising digital antecedents—exposure to environmental marketing content, online interpersonal influence, social networking site involvement, and user-generated environmental content—alongside moderators such as eco-literacy and environmental consciousness. A cross-sectional survey of 324 Saudi social media users was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM), revealing that environmental attitude and subjective norm significantly drive behavioral intention and actual circular behavior. Notably, eco-literacy and environmental consciousness moderate key pathways, highlighting the importance of personalized sustainability communication. The study advances theoretical understanding by digitalizing the TPB framework, refining SCT’s learning mechanisms in social contexts, and empirically validating VBN constructs within digital ecosystems. Practically, the findings offer a roadmap for targeted digital sustainability campaigns, platform-level interventions, and public eco-literacy strategies aligned with Vision 2030. The model demonstrates strong explanatory (R² = 0.744) and predictive power (Q² > 0.4), underscoring its utility as both a behavioral insight tool and a policy design instrument. This research contributes a novel and contextually grounded framework for mobilizing circular behavior in digitally mediated consumer environments.