This paper aims to measure consumer awareness of environmentally friendly products in the context of United Arab Emirates. The study also intends to measure the effect of consumer awareness on the customer intention to purchase environmentally friendly products and whether or not consumer attitudes mediate this relationship. A self-administered survey was delivered using google form tool to reach as many respondents as possible, where a link to survey has been shared by emails, the respondent randomly selected from United Arab Emirates. A total of 174 responses has been received of which 7 responses dropped for being not complete, resulting in 167 useful responses. Content validity has been done to ensure the items are clearly understood, which is accomplished by consulting two academicians who are familiar with this field of study. SPSS statistical package version 22 has been used to test the hypotheses of this research. Based on data analysis, it has been found that Environmental Awareness positively and significantly affects Consumers’ Attitudes toward environmentally friendly products and Green products Purchase Intention, respectively. Furthermore, a positive and significant relationship between Consumers’ Attitudes towards environmentally friendly products and Purchase Intention is detected. However, the proposed mediating role of Attitudes in the relationship between Environmental Awareness and Purchase Intention was not supported.

This study investigates the impact of sustainability initiatives, choice of content, and engagement with environmental content on environmental awareness. Employing a sample of 435 respondents and utilizing Partial Least Squares (PLS) analysis, the research provides valuable insights into the role of digital marketing strategies in fostering environmental consciousness. The findings of this study highlight the substantial influence that digital marketing techniques can have on shaping individuals' awareness and attitudes towards environmental concerns. The confirmed hypotheses underscore the effectiveness of these strategies in promoting environmental awareness among diverse audiences. As the digital landscape continues to evolve, the research contributes to the growing synergy between digital marketing and environmental advocacy, encouraging further exploration and practical applications for a more sustainable future.

China is the largest emitter of greenhouse gases globally, responsible for a substantial portion of the world's total carbon dioxide emissions. Many researchers investigated this issue; however, the literature is silent on how FinTech-based incentives can improve environmental performance. The research aims to shed light on the complex relationships among FinTech incentives, green consumer behavior, environmental consciousness, and environmental performance. Data was collected from 380 respondents representing diverse roles in the manufacturing industry. We used Smart-PLS and SPSS to test our hypothesis. The results confirm a positive relationship between FinTech incentives and green consumer behavior. However, consumer demographics and environmental awareness do not significantly moderate this relationship. The mediation analysis reveals that green consumer behavior mediates the relationship between FinTech incentives and environmental performance, while environmental consciousness mediates the relationship between FinTech incentives and green consumer behavior. Additionally, green consumer behavior mediates the relationship between environmental consciousness and environmental performance. The study's findings suggest that FinTech incentives effectively encourage eco-friendly choices, positively influencing environmental performance. This research contributes valuable insights for policymakers and businesses seeking to design effective environmental strategies and promote sustainability in the manufacturing industry. By leveraging FinTech incentives to encourage eco-friendly choices and foster environmental consciousness, businesses can contribute to a more sustainable future, aligning with global efforts to address environmental challenges and foster responsible consumption patterns in China and beyond.