Evaluating Customers and Retailers Eco-Behaviour for Identifying Focus Areas in Social Marketing Campaigns

Amid increasing adaptation of social marketing strategies, this empirical research focuses on evaluating customers' and retailers' behaviour that could be changed in favour of eco-friendly goods and practices, respectively, through social marketing campaigns. The main objectives are to find customers' willingness to buy eco-friendly goods even if they are priced higher and retailers' willingness to implement eco-friendly strategies even if they are expensive. Multiple response set analysis, chi-square tests, along post-hoc tests were conducted on the primary data collected from 237 shoppers and 46 retailers in Muscat. Findings indicated that both customers and retailers do not have a comprehensive awareness of the eco-friendly concept. Customers did not express willingness to buy eco-friendly goods if they are priced higher than standard goods. Retailers expressed willingness to use eco-friendly methods even if they are expensive. Social marketing campaigns must a) focus on the cost-benefit perspective of adopting an eco-friendly good, b) focus on the youth customer segment, and c) focus on small retailers. Issues related to environmentalism attain utmost importance in Oman's current transformation into the region's logistics hub. This research contributes to social marketing by identifying areas to be focused on social marketing campaigns in the retail sector.