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الرئيسية > The Effect of Elements of Gree...>الوصف

The Effect of Elements of Green Marketing Mix on Environmental Consumer Behavior: An Analyzing Study of the Opinions of a Sample of Workers in the Union Food Industries Company Ltd. in the Governorate of Babylon

المصدر: مجلة القادسية للعلوم الإدارية والاقتصادية
الناشر: جامعة القادسية - كلية الادارة والاقتصاد
المؤلف الرئيسي: Al-Shebawi, Hamid Kathim Miteb (Author)
مؤلفين آخرين: Abbas, Saad Karim Hussein (Co-Author)
المجلد/العدد: مج24, ع1
محكمة: نعم
الدولة: العراق
التاريخ الميلادي: 2022
الصفحات: 11 - 21
ISSN: 1816-9171
رقم MD: 1268827
نوع المحتوى: بحوث ومقالات
اللغة: الإنجليزية
قواعد المعلومات: EcoLink
مواضيع:
التسويق الأخضر | سلوك المستهلك | الصناعات الغذائية | المؤسسات الاقتصادية
كلمات المؤلف المفتاحية:
Green Marketing Mix | Green Product | Green Pricing | Green Promotion | Green Distribution | Environmental Consumer Behavior
رابط المحتوى:

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المستخلص: The current study sought to ascertain the impact of elements of the green marketing mix (green product, green pricing, green promotion, and green distribution) on environmental consumer behavior (environmental knowledge, environmental concern, and social responsibility for consumer) among a sample of Union Industries Company Ltd. employees in the governorate of Babylon, as the study sample was represented by (119) employees in order to determine the level of availability of the study variables, and thus the study problem was formed about the extent of the effect of the elements of the green marketing mix on environmental consumer behavior in the company field of study, where many productivity and service companies suffer from the issue of blurred vision. To achieve the objectives of the study and to illustrate its problem, a hypothetical scheme was built relied on the study variables to show the correlation and influence between them and to be a prelude to formulate the study hypotheses and crystallizing the formulation of the special hypotheses that were measured in the statistical package for modeling structural equations in the least squares method (AMOS.V.25) and for analyzing what they provided to manage the study, a set of statistical methods were used, represented in the confirmatory factor analysis, Cronbach’s alpha coefficient, the coefficient of specification (R2), the normal distribution of data, and the descriptive statistics represented by the arithmetic mean, standard deviation, and correlation coefficient, and the results of the study clarified a clear and important perception towards the relationship between the elements of the green marketing mix and the environmental consumer Behavior, and perhaps the most important results of the study are reflected in the existence of a positive statistically significant correlation and influence between the elements of the green marketing mix and the environmental consumer Behavior, as well as the need for the study sample company to improve its capabilities in producing green products and distinctively promoted in order to improve consumer behavior interest in the environment and conservation through the adoption of a group of number of marketing strategies aimed at reducing waste and damage to the environment.
ISSN: 1816-9171

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