The Relationship of Green Marketing to Consumer Behavior
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Green Marketing, Green Products, Green Pricing, Consumer Behavior
Abstract
This study aims to identify the relationship between green marketing with its dimensions (green product, green pricing, and green promotion) and consumer behavior with its dimensions (consumer awareness, consumer culture, and consumer attitude), where the descriptive analytical approach was followed, and the main study tool is the questionnaire. Which was distributed to the study sample consisting of (87) individuals from a community of (353) representatives of academics and administrators working in higher education institutions in some municipalities of the southern region in Libya. The most important results were the existence of a positive and statistically significant direct correlation between the dimensions of the green marketing mix and the dimensions of consumer behavior, but weak, where the correlation between them reached 26%, 32%, and 47%, respectively. The results also showed the relative importance of the dimensions of green marketing from the consumer's point of view, where it came as a medium with a relative weight of 52%.
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References
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