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This study aims to examine millennial consumers’ intentions towards purchasing eco-friendly products in the emerging Arab nation of Oman, focusing on the moderating role of eco-labelling (EL).

Environmental knowledge (EK) and environmental concern (EC) are integrated into the theory of planned behaviour (TPB) framework as independent variables, along with EL as a moderating variable. The data was collected through a self-administered survey and consisted of 705 random responses that was tabulated and analysed through the structural equation modelling technique.

ECs, subjective norms (SNs) and perceived behavioural control (PBC) significantly influence consumer attitudes towards green eco-friendly products. Consumers’ EK and attitudes positively influence the purchase intention (PI) to make green purchases. SNs and PBC substantially influence consumer attitudes towards adopting green products. However, the findings reveal a non-significant moderating influence of EL on the relationship between EC and PI for millennial Omani consumers.

The findings are limited to only one Arab country, Oman, which limits the scope of the study. This study contributes to the TPB by using additional dimensions to examine the green purchasing behaviour of millennials.

Marketers can use these insights to develop strategies that emphasise the environmental benefits of products, leverage social influences and empower consumers to make environmentally conscious choices. Incorporating EL and green packaging can enhance the visibility and attractiveness of green products.

Promoting environmental education, awareness campaigns and policy interventions that highlight the importance of eco-friendly product choices can foster more sustainable consumption patterns among Arab consumers.

To the best of the authors’ knowledge, this is the first study to examine the green PIs of millennials in an Arab context, specifically focusing on the moderating role of EL.

Cash waqf is a powerful financial instrument that deals with the issue of liquidity constraints in waqf institutions. While there are several models of cash waqf operating in different countries, there is increasing demand for innovative cash waqf models, especially within the financial technology context. This paper aims to propose a practical alternative model of funding for waqf institutions using the concepts of crowdfunding and cash waqf.

This study evaluated the literature relevant to cash waqf models that have been implemented in different countries and proposed a new viable alternative model.

Results offer an alternative financing model, named crowdfunding cash waqf model, for waqf institutions to overcome monetary constraints and enable development projects to be completed.

The current study has important implications for both officials and relevant stakeholders. It is sought to bring better consistency between cash waqf donors, solving the liquidity problem faced by waqf institutions, enhancing the transparency of waqf institutions and their use of waqf funds, wealth circulation and financing businesses without interest-based loans (riba). By incorporating a crowdfunding and investment mechanism in the model, this method of collecting funds will assist governments in reducing their expenditure on waqf institutions and other social development programmes.

The proposed model differs from current methods of generating cash waqf, including those are also internet-based. The proposed model is devised to help waqf institutions achieve financial sustainability by including an investment mechanism in the model to sustain the development of waqf projects.