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This paper aims to address the need to adopt circular economy models in the urban development and infrastructure of Gulf Cooperation Council (GCC) countries – Bahrain, Kuwait, Oman, Qatar, UAE and Saudi Arabia. The purpose is to provide insights into the progress, challenges and potential benefits of transitioning from a linear to a circular economic model in response to the environmental challenges posed by rapid economic development and population growth in the GCC region. The study emphasizes the relevance of this research in fostering economic diversification, mitigating ecological concerns and attracting sustainable investments.

The study adopts a qualitative approach to investigate the adoption of circular economy principles in each GCC country’s urban development and infrastructure. It details the specific strategies and initiatives undertaken by Bahrain, Kuwait, Oman, Qatar, UAE and Saudi Arabia. The research methodology includes a Systematic Literature Review (SLR), thematic, comparative and individual analysis of their goals, progress and the unique approaches employed. Additionally, a SWOT analysis is conducted to identify strengths, weaknesses, opportunities and threats associated with adopting circular economy models in the GCC region.

The case studies reveal each GCC country’s diverse approaches and progress in adopting circular economy models. Bahrain aims for carbon neutrality by 2060, Kuwait prioritizes sustainability in urban development, Oman focuses on waste reduction, Qatar integrates circular economy principles into its Vision 2030 initiative and Saudi Arabia explores closed-loop material flows. Whereas, the UAE focuses on infrastructure development with unique technological advancements in the near future. Despite common challenges such as traditional linear models and economic obstacles, the benefits of transitioning to circular economies in the GCC region are substantial. These include social, environmental and economic advantages, emphasizing sustainable growth, resource efficiency and enhanced environmental protection.

This paper contributes original insights into the adoption of circular economy models in the GCC region, providing a clear and succinct case for its value. The research underscores this transition’s economic, environmental and social benefits. It emphasizes the significance of sustainable resource management and economic opportunities while acknowledging challenges such as implementation obstacles and potential business impacts. The study invites reflection on future research steps, fostering a balanced and fair analysis of the value of the results. It positions the adoption of circular economy models as a crucial step toward achieving economic diversification, and environmental sustainability and attracting green investments in the GCC region.

This study relies on an integrated model to study the role of instant mobile messaging apps in the pandemic. The COVID-19 pandemic is reshaping different forms of businesses; one of them is digital marketing. Many aspects of digital marketing augmented in response to the consequences of the virus. A comparative study between Pakistan and Iraq is conducted to investigate the resistors of innovation with the mediation of intention toward actual system usage. It examines the behavioral intentions and actual behavior of individuals in response to the resistance toward innovation.

A total of 800 responses were collected through a convenient sampling method from individuals residing in Pakistan and Iraq in the first wave of COVID-19. The data was analyzed through covariance-based structural equation modeling; SPSS and Smart PLS 3.0 were used as efficient data analysis tools in the study.

The results inferred that individuals are faced with resistance to innovation when they adopt innovative technology. It was inferred that technology adoption is not poised through image both in Pakistan and Iraq. Intention toward actual behavior was determined to be a potential mediator, which enhances the stature of the integrated model.

The significance of this study considering practical and theoretical implications is incorporated for marketer’s policymakers and consumers, along with recommendations for future research.