Sustainable consumption behavior among Bahraini young female consumers

Purpose Understanding behavior toward sustainable consumption remains among the most challenging contemporary topics and requires continual investigation. The aim of this paper is to explore young Bahraini women’s level of awareness of sustainable consumption while also considering their attitudes, motivations and behavior as key elements in the study. Design/methodology/approach A qualitative approach was used to collect the data. More specifically, 46 semi-structured interviews with young Bahraini women took place and the results were produced using thematic analysis. Findings Results reveal that consumers’ awareness levels toward sustainable consumption have been growing but awareness remains variable among consumers. In turn, motivation toward supporting sustainability is more associated with environmental reasons than cultural or economic ones. The attitude toward sustainable consumption is generally positive among young consumers. Moreover, sustainable consumption has been found to be present through various means in the purchase decisions of young Bahraini women. Originality/value This study exclusively explores the awareness levels of young Bahraini women regarding sustainable consumption with a focus on the elements of the behavioral process, namely, “awareness, attitude, motivation, and behavior”, as central research pillars.