Abstract
Major environmental issues are considered to be partly rooted in consumer overconsumption. Although pro-environmental behaviours (PEBs) have been examined extensively in developed, Western countries, researchers recommend future studies to investigate consumers' PEBs in developing countries. Responding to these calls, this research contributes to the marketing literature from a non-Western perspective. Review of the concepts associated with consumers' PEBs highlights numerous factors connected with consumers' PEBs in Saudi Arabia including materialism, social norms, and perceived consumer effectiveness (PCE). The extensive review of relevant literature provides a useful first glimpse to inform marketing strategies harnessing PEBs in the emerging markets and offers a starting point for further qualitative and quantitative research.