GREEN MARKETING MIX STRATEGIES AND CONSUMER BUYING BEHAVIOR: EVIDENCE FROM UAE HYPERMARKETS WITH CSR AS A MEDIATOR

Povzetek

This study examines the mediating role of CSR and its influence on green marketing mix and consumer buying behavior in hypermarkets in Sharjah, United Arab Emirates. A total of 200 questionnaires were distributed to hypermarket customers, yielding a response rate of 84.5%. Data analysis was conducted using SPSS (Version 31), incorporating exploratory factor analysis (EFA) on 27 items to evaluate factor loadings, convergent validity, and internal consistency. Correlation analyses were performed to assess the strength of relationships among variables, while multiple regression and mediation analyses were employed to test the proposed hypotheses. The results indicate that the green marketing mix has a significant impact on CBB, with corporate social responsibility (CSR) partially mediating this relationship. Nonetheless, the findings are specific to the Sharjah context, as they may not be generalizable to other regions.