Environmental Knowledge as a Mediator between Green Price, Green Promotion and Consumer Buying Behavior in Hypermarkets of UAE

This paper investigates the mediating role of environmental knowledge and its effect on green pricing, promotion, consumer buying behaviour in hypermarkets Ajman, UAE. Two hundred twenty questionnaires were distributed to hypermarket customers, with a return rate 76.8%. The study utilized SPSS version 28 conduct exploratory factor analysis 21 items, focusing item loading, convergent validity, internal consistency. Correlation tests performed determine strength associations between variables, multiple regression mediation was used test hypothesis. results found that pricing substantially affects knowledge. showed promotion considerably impacts ecological Additionally, partly mediated connection prices CBB CBB. However, study's findings are limited UAE, cannot be generalized.