Digital Sustainable Marketing and Green Consumer Choices in Saudi Arabia: A Dual-Path Mediation Model of Green Perceived Value and Green Scepticism

Digital sustainable marketing (DSM) is increasingly deployed to convey firms’ environmental initiatives via social media and e-commerce platforms; however, evidence of its effectiveness in influencing green consumer choices (GCC) in emerging markets remains inconclusive. This study investigates whether DSM shapes GCC in Saudi Arabia, both directly and indirectly, through green perceived value (GPV) and green scepticism (GS). Using a cross-sectional survey of 400 Saudi consumers who engage with digital channels and purchase products or services promoted as green or sustainable, the data were analysed using partial least squares structural equation modelling. The results show that DSM is positively associated with GCC (β = 0.280, p < 0.001) and GPV (β = 0.727, p < 0.001), while it is negatively associated with GS (β = −0.470, p < 0.001). In turn, GPV strengthens GCC (β = 0.407, p < 0.001), whereas GS weakens GCC (β = −0.164, p < 0.001). Mediation analyses further confirm significant indirect effects through GPV (β = 0.296, p < 0.001) and through GS (β = 0.077, p < 0.001), indicating concurrent value-enhancing and scepticism-reducing mechanisms. Overall, the findings support a dual-path mediation model in the Saudi context and provide practical direction for digital sustainability campaigns that enhance perceived value while curbing scepticism to encourage greener consumption.