The impact of green marketing tools on the purchasing behavior of the Moroccan consumer.
In recent decades, environmental concern has become not only an important public issue, but also a crucial topic in academic research. A sharp increase in environmentalism has emerged in the United States and in Western Europe and Africa. A positive change in consumer behavior with respect to enviro...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Moroccan Association for Applied Science and Innovation
2019-07-01
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| Series: | Moroccan Journal of Quantitative and Qualitative Research |
| Subjects: | |
| Online Access: | https://revues.imist.ma/index.php/MJQR/article/view/17275 |
| Summary: | In recent decades, environmental concern has become not only an important public issue,
but also a crucial topic in academic research. A sharp increase in environmentalism has emerged in the
United States and in Western Europe and Africa. A positive change in consumer behavior with respect
to environmental products can be seen due to the increased level of environmental awareness since the
1970s. This change contributed to the early green revolution to prevent other damage to the
environment. Morocco is also following the same tools to protect the environment. The objective of
this paper is to empirically study the impact of green marketing tools on the behavior of the Moroccan
consumer via a quantitative study conducted with a sample of 276 to test our conceptual model from
our literature paper. |
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| ISSN: | 2665-8623 |