ECONOMIC RESPONSIBILITY MEDIATES THE RELATIONSHIP BETWEEN GREEN MARKETING MIX STRATEGIES AND CONSUMER BUYING BEHAVIOR IN UAE HYPERMARKETS

Abstract

This study investigates the mediating role of economic responsibility (ER) in the relationship between the green marketing mix (GMM) and consumer buying behavior (CBB) within UAE hypermarkets. A total of 220 questionnaires were distributed to hypermarket customers, resulting in a high response rate of 90%. Data were analyzed using SPSS (Version 31), beginning with EFA on 22 measurement items to assess factor loadings, convergent validity, and internal consistency. Subsequently, multiple regression and mediation analyses were conducted to evaluate the hypotheses. The findings reveal that the GMM has a significant positive influence on CBB, with ER emerging as a partial mediator of this relationship. These results underscore the importance of economic considerations in reinforcing the impact of sustainable marketing strategies on CBB. However, as the study is context-specific to Dubai, caution should be exercised when generalizing the findings to other regions or retail environments.