The study explores the factors influencing consumer satisfaction in Al-Musannah, Oman, focusing on Consumer Awareness, Consumer Behavior, Consumer Rights and Advocacy, Price Sensitivity, Digital Transformation, and Circular Economy and Institutional Influence. Through multiple linear regression analysis, the findings reveal that price sensitivity, digital transformation, and sustainability practices significantly affect consumer satisfaction, while awareness, behavior, and advocacy have less direct impact. Aligned with the Expectancy-Disconfirmation Theory (EDT), the results suggest that consumers prioritize value for money, digital convenience, and environmental responsibility. While digital tools and payment methods enhance consumer experiences, data privacy concerns highlight the need for improved digital security. Additionally, the study identifies moderate awareness of consumer protection laws, emphasizing the importance of consumer education to build trust and ensure fair market practices. The regional focus on Al-Musannah, Omen limits the generalizability of the findings, suggesting the need for future studies in other regions of Oman or longitudinal research to explore changes over time. These insights provide practical recommendations for businesses to adopt competitive pricing, sustainable practices, and digital innovations to meet evolving consumer expectations while guiding policymakers to promote consumer rights and sustainable consumption awareness.