British Journal of Marketing Studies (BJMS)

EA Journals



This research paper is an attempt to investigate the role of gender influencing sustainable consumption behavior among UAE consumers. This study is significant considering the fact that UAE ranks at the top in global retail consumption index. The existing literature on role of gender in sustainable consumption behavior yields mixed results. Data was gathered from 115 respondents with the help of self-administered questionnaire using Sustainable Consumption Behavior scale (SCB). The findings of the study are evident of the fact that gender differences do exist when it comes to efficient use of resources, green initiatives, minimizing wastage and optimizing the scarce resources. The purchase decisions of women were significantly influenced by sustainable consumption patterns in comparison to men in UAE. Hence, the findings of this study hold significant strategic relevance for the consumers, marketers and policy makers.

Keywords: Sustainable Consumption Behavior, gender role differences, green initiatives

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This work by European American Journals is licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 4.0 Unported License


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