Investigation of green marketing practices of UAE hypermarkets

Environmental Knowledge as a Mediator between Green Price, Green Promotion and Consumer Buying Behavior in Hypermarkets of UAE

“…Given that H4 found a significant correlation between environmental knowledge and green promotion in UAE hypermarkets, using green promotion techniques could assist in raising customer awareness of environmental issues and encourage sustainable behavior. Employing green promotion techniques, such as promoting eco-friendly certifications or features, can raise customer awareness of eco-friendly products and their environmental advantages [24]. When consumers know more about how their purchasing choices affect the environment, they may be more inclined to select eco-friendly products and encourage sustainable behavior.…”

“…The consumers' intentions to buy green products increased in response to eco-friendly advertising messages and that this effect was mediated by environmental knowledge [20]. Consumers with environmental knowledge were more likely to respond favorably to eco-friendly advertising messages [24]. H7.…”

“…This study investigates how environmental knowledge, attitudes, and behavior are impacted by green marketing. According to the findings, a combination of green promotions positively impacts consumers' environmental awareness and attitudes toward green products, encouraging greater ecologically responsible behavior [24]. The necessity for consumers to make sustainable decisions and environmental challenges can be brought up by promoting eco-friendly items.…”

“…To encourage customers to make more environmentally responsible purchases, hypermarkets in the UAE have implemented green marketing techniques like promotion and pricing [26]. Nevertheless, the effectiveness of such tactics may depend on consumer environmental awareness, which can affect how they view green pricing and advertising and, ultimately, how they choose to spend their money [10]. In the United Arab Emirates, several hypermarkets have understood the benefits of implementing sustainable practices and encouraging customers to buy eco-friendly goods.…”

“…Additionally, the collaborative mediation function of environmental knowledge about the link among green pricing, green promotion, and consumer purchasing behavior in UAE hypermarkets. Green pricing, green promotion, customer habits, and environmental understanding have all generally been examined independently in the field of marketing research [24], [26]. Hence, there is a need for research that examines how green pricing and green promotion interact to affect consumer buying behavior, as well as how environmental knowledge may act as a mediator in UAE hypermarkets.…”