Thesis (MA) - Cyprus International University. Institute of Graduate Studies and Research Marketing Management Department

Includes bibliography (sheets 84-104)

ABSTRACT
This thesis intended to investigate the influence of green marketing mix strategies on consumers’ purchase intention of green products in the United Arab Emirates (UAE), the moderating role of age. Studying the relationships of the different determinants of the study, i.e., product, price, promotion and place, and its influence on consumer purchase intention moderated by age tested via data obtained from the target sample of consumers who are users of green products. The distinction of this study emerged, because of the change of the consumers’ habits by using green products that are considered healthy and eco-friendly compared to the regular products that are not following the regulations and standards of manufacturing green products. Based on the results obtained for this study, the determinants of the green marketing mix adopted by the different firms in UAE aimed to influence consumers’ purchase intention, and to increase selling green products. The government of the UAE puts great efforts on applying green environment regulations and standards to almost all aspects of life and becomes a leader in the Arabian region based on their vision for the coming future and generations. Based on the critical situation of COVID-19 pandemic and the limitations of the complete blockage and followed by strict rules of closing most of the activities and the limitations on peoples’ move by the curfew, the researcher was able to complete 235 questionnaires representing 67.14% from the intended sample suggested of N=350. The data was collected quantitatively from users of green products or those who are intending to purchase green products through a structured questionnaire using “Likert Scale” of five points, i.e., strongly disagree (1) to strongly agree (5) to enable analysing the data. The analysed data showed positive and significant relationships between the determinants of the study of the marketing mix of the 4Ps, i.e., product, price, promotion and place and the consumer purchase intention of the green products, which means all hypotheses are accepted, (H1, H2, H3 and H4). In addition, the study showed that age has no significant moderating role on the independent and dependent variables, i.e., product; price, promotion, place and consumers’ purchase intention.