THE EXTENT OF THE EFFECT OF GREEN MARKETING ON CONSUMER PURCHASING BEHAVIOR AFIELD STUDY ON CONSUMPTION GOODS

Document Type : Original Article

Authors

1 Faculty of Graduate Studies and Environmental Research, Ain Shams University

2 Faculty of Commerce, Ain Shams University

3 Misr Higher Institute for Commerce and Computers.

Abstract

The research aimed to study the impact of green marketing on the purchasing behavior (consumer purchasing awareness - consumer purchasing culture - consumer purchasing trend) of consumers of consumer goods, by application to one of the major marketing institutions. To achieve the objectives of the research, the “researchers” designed a questionnaire that was distributed to a sample of the research community.  Of consumers of consumer goods, the “researchers” used the descriptive analytical approach and the quantitative method to complete the research, as well as using appropriate statistical tests to test the relationship between the independent and dependent variables, as well as testing the validity of the hypotheses and answering the research questions. The research results concluded that there is a statistically significant influence relationship.  Between green marketing and developing awareness of purchasing behavior, as well as the existence of a statistically significant influence relationship between green marketing and developing a culture of purchasing behavior. It was also shown that there is a statistically significant influence relationship between green marketing and developing the purchasing behavior trend of consumers of consumer goods.
 
 
 
 

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