Evaluating the effectiveness of environmental awareness indicators and conscious monitoring on retaining and attracting pharmaceutical industry customers with a shared business

Sharing Businesses (SBs) are considered a peer-to-peer (P2P) monitoring activity, where the supply of goods and services is done jointly by one platform. Although the issue of SBs has been around for many years, overall it benefits from all the elements of the marketing mix. The purpose of the study was to evaluate the effect of environmental awareness indices (EAIs) and informed monitoring on acquisition and retention of customers in SBs. The study was applied in terms of purpose and mixed research in terms of the nature of the data, with quantitative-qualitative design. Cochran's formula for indefinite societies was used given the large size of the population. The sample size was 384 persons. A researcher-made questionnaire was used for data collection. The results showed that environmental awareness has a positive effect on acquisition and retention of customers in SBs. Moreover, the results showed the moderating role of informed monitoring.