Abstract: The promotion of sustainable consumption through national strategies and environmental regulations suggests the emergence of sustainable markets. However, sustainable markets can succeed only when consumers' needs are met, and they continue to repurchase. This study analyzes the influence of the post-purchase journey of sustainable consumption (SC) and its influence on repeat Purchase intention (RI) in the context of Consumer Satisfaction (CS) in the context of Oman. The respondents in a cross-sectional study showing the buying habits of past participants towards sustainable products were 300 participants. Relationships of mediation and moderation were evaluated using the SmartPLS PLS (Partial Least Squares) Structural Equation Modelling (PLS-SEM) tool. SC has a positive and significant influence on CS (β = 0.477, p < 0.001). CS also positively and significantly influences RI predictive value (β = 0.523, p < 0.001). There was a significant indirect effect of SC on RI through CS (β = 0.249, p < 0.001) and demonstrated an “Indirect – only full mediation” pattern. Subjective norms (SN) has weak positive direct influence towards RI (β = 0.087, p = 0.032) and positively affect SN the moderation of the CS-RI relationship (β = -0.044, p = 0.186). The model has average explanatory power (R^2_CS = 0.228; R^2_RI = 0.311) and predictive relevance (Q^2predict > 0). The results illustrate that it is the Consumer Experience and Satisfaction rather than Social Pressure which is imperative in augmenting Sustainable Consumption in Oman.

Keywords: sustainable consumption, consumer satisfaction, repurchase intention, subjective norms, Oman

Pages: 1133-1139