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

Abstract

This paper investigates the mediating role of environmental knowledge and its effect on green pricing, promotion, and consumer buying behaviour in hypermarkets in Ajman, UAE. Two hundred twenty questionnaires were distributed to hypermarket customers, with a return rate of 76.8%. The study utilized SPSS version 28 to conduct exploratory factor analysis on 21 items, focusing on item loading, convergent validity, and internal consistency. Correlation tests were performed to determine the strength of associations between variables, and multiple regression and mediation analysis was used to test the hypothesis. The results found that green pricing substantially affects consumer buying behaviour and environmental knowledge. The results showed that green promotion considerably impacts consumer buying behaviour and ecological knowledge. Additionally, environmental knowledge partly mediated the connection between green prices and CBB and green promotion and CBB. However, the study's findings are limited to Ajman, UAE, and cannot be generalized.