Title: Marketing efficiency of energy-efficient electrical home appliances in the Gulf Cooperation Council (GCC) region

Authors: Mohammed T. Nuseir; Ghaleb A. El Refae

Addresses: Department of Business Administration, College of Business, Al Ain University, P.O. Box 112612 Abu Dhabi, UAE ' Department of Business Administration, College of Business, Al Ain University, P.O. Box 112612 Abu Dhabi, UAE

Abstract: This paper shows how individuals across the Gulf Cooperation Council (GCC) region perceive energy efficiency in their homes, precisely what they view as the important barriers to home energy efficiency and how the energy efficiency of home electrical appliances can be marketed to them. This quantitative research surveyed 505 participants from three main GCC countries, namely the United Arab Emirates, the Kingdom of Saudi Arabia, and Kuwait. Although people are becoming more aware of the importance of energy-efficient technologies and home electrical appliances, some important barriers make it difficult for them to become more responsible members of society. To control the harmful effects of energy inefficiency on the environment, it is important that housing authorities and marketers both work to highlight the importance of conserving energy. The study has used SEM-PLS to examine direct and indirect results. The findings of the study have provided support to the hypothesised results.

Keywords: efficiency; home electrical appliances; marketing; GCC; Gulf Cooperation Council; marketing efficiency; energy-efficient; environment.

DOI: 10.1504/IJTGM.2021.118909

International Journal of Trade and Global Markets, 2021 Vol.14 No.6, pp.603 - 619

Received: 12 Apr 2020
Accepted: 04 Jun 2020

Published online: 28 Oct 2021 *

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