Evaluating customers’ and retailers’ eco-behavior for identifying focus areas in social marketing campaigns

Survey limited to grocery products, was conducted on a sample of 237 customers and 46 retailers located in and around Muscat city. Findings indicated low awareness level among customers and retailers about the eco-friendly concept. Customers did not express willingness to buy if such goods are priced higher than normal goods. Older age group customers have shown willingness to spend more, on purchase of such goods, compared to their younger counterparts. Retailers’ study indicated low awareness level among small retailers compared to managers in large supermarkets. All types of retailers expressed willingness to use eco-friendly storage and transportation methods even if it is expensive.