The effect of environmental awareness on consumers’ attitudes and consumers’ intention to purchase environmentally friendly products: Evidence from United Arab Emirates

Abstract

This paper aims to measure consumer awareness of environmentally friendly products in the context of United Arab Emirates. The study also intends to measure the effect of consumer awareness on the customer intention to purchase environmentally friendly products and whether or not consumer attitudes mediate this relationship. A self-administered survey was delivered using google form tool to reach as many respondents as possible, where a link to survey has been shared by emails, the respondent randomly selected from United Arab Emirates. A total of 174 responses has been received of which 7 responses dropped for being not complete, resulting in 167 useful responses. Content validity has been done to ensure the items are clearly understood, which is accomplished by consulting two academicians who are familiar with this field of study. SPSS statistical package version 22 has been used to test the hypotheses of this research. Based on data analysis, it has been found that Environmental Awareness positively and significantly affects Consumers’ Attitudes toward environmentally friendly products and Green products Purchase Intention, respectively. Furthermore, a positive and significant relationship between Consumers’ Attitudes towards environmentally friendly products and Purchase Intention is detected. However, the proposed mediating role of Attitudes in the relationship between Environmental Awareness and Purchase Intention was not supported.

Keywords

• green marketing
• sustainability
• environmental friendly products
• environmental awareness
• consumers attitudes
• consumers purchase intention