Exploring environmental awareness and its impact on purchasing behavior among young consumers in Kuwait

This research aims to investigate the level of environmental awareness and green values among young consumers in Kuwait, as well as their impact on purchasing behavior. An empirical study using a mono-quantitative method was conducted through a questionnaire administered to 150 young consumers. The collected data were statistically analyzed to examine the relationships between the research variables and to test the research hypotheses. The correlation analysis results indicate that there are statistically significant relationships between environmental awareness, green values, and consumer purchasing behavior among the selected sample in the Kuwaiti market, with correlation coefficients ranging from r = .284, p < 0.05 to r = .423, p < .005. Additionally, the multiple regression analysis results reveal that the independent variables of the research explain approximately 10.2 percent of the variance in consumer purchasing behavior (adjusted R² = .102). The results also indicate a noticeable difference among genders in their response to green products, with females showing a greater preference for these products compared to males.