Bridging The Green Gap: Mediators And Moderators Of Public Awareness Campaigns On Sustainable Purchasing Behaviour In Oman

This research examines how public awareness campaigns and information dissemination shape sustainable consumer behaviour in Oman. The study identifies key predictors, mediators, and moderators influencing behavioural outcomes by exploring how consumers' awareness levels, perceived environmental responsibility, and behavioural intentions mediate relationships between campaign exposure and actual sustainable purchasing practices. The research employed quantitative survey methodology in Oman using Structural Equation Modelling (SEM). The study evaluated direct and indirect effects of awareness initiatives on consumption behaviour. Moderating factors included socio-demographic variables and access to sustainable alternatives. Key predictors encompassed frequency and clarity of sustainability messaging. Mediators included environmental concern, perceived consumer effectiveness, and social norms that bridge gaps between awareness and action. Data collection involved 226 residents of Oman through convenience sampling. Results showed that affective and behavioural awareness significantly influenced sustainable consumer behaviour through perceived consumer effectiveness. Cognitive awareness demonstrated limited mediating effects. Environmental concern showed a minimal direct impact on behaviour. The findings provide actionable insights for policymakers, marketers, and sustainability advocates. The research suggests designing targeted interventions that enhance perceived individual efficacy rather than focusing solely on raising awareness.