JJEM: Special Edition 4 (May 2025)
JJEM: Special Edition 4 (May 2025)
2025-05-31
Consumer Perceptions towards Green Marketing and Environmentally Sustainable Products in Muscat
Dr. Santhosh Kumar.S Aseel Ali Khamis Al Khaburi, Meera Said Riki Al Balushi, Celine Ahmed Mohammed, Dalal Alhabsi, Yaseen Albulushi, Zakarya AL Hadhrami,
The rise in environmental awareness among consumers has led to an increased demand for eco-friendly products globally. Consumers are now more conscious of the impact their consumption patterns have on the environment and are willing to pay a premium for green products that are less harmful to the human, animal, and natural environment. This study aims to investigate consumer perceptions and purchasing behavior towards green marketing and environmentally sustainable products in the city of Muscat, Oman. The research employs a quantitative approach, utilizing a survey questionnaire administered to a sample of 100 consumers visiting hypermarkets and supermarkets in Muscat. The findings provide insights into customers' environmental concerns, their awareness and attitudes towards green products, and the impact of green marketing strategies on their purchasing decisions. The regression analysis results indicates that the income level and an intention to purchase environmentally friendly items (R = 0.94). Higher income levels are more likely to contemplate such purchases (p 0.001 < 0.05). Based on R square value 0.94. from it can be interpreted that the model is fit. Subsequently, significant difference between the "awareness" degree towards green marketing and the intention to purchase environmentally friendly items (p = 0.00757). This shows that the amount of passion or propensity for green marketing impacts the decision to purchase environmentally friendly items. Some of the other factors such as eco-labeling, green packaging and branding, pricing, and environmental beliefs significantly influence consumer perceptions and willingness to purchase green products in Muscat.
Customer perceptions, Green marketing, Environmentally friendly products, Sustainable practices, Environmental awareness, Consumer behavior, regional marketing strategies