Green Marketing and its impact on the Marketing performing "a practical study"
Volume 7, Issue 28, Pages 81-111
AbstractAn environmental crisis that our world facing represent an increasing pressure towards addressing these crisis caused mainly by absence and non-organized consumption of all natural resources and practicing marketing activities devoid of any social or moral desires .These crisis ;represented by climate change ,global warming ,increased acid rain and the expanded hole of the layer zone ;are the motive to many countries ,institutions and individuals to support and innovate policies and programs which protect the environment from one side ,preserve and sustain it from another side. In addition ,the most important is the human being to be an engine actor of the two directions.
The interest in treatment of these crisis has arrived to the level that Nobel Peace Prize was granted in 2007 to an organization specialized in addressing the problems of climate jointly with the former U.S. vice president (Alcor) for their continuing efforts that promoting the risks of global warming and climatic change .This represents a strong indication that the environmental problems are the most important challenges facing mankind in this century . In response to these considerations ,and as a natural result of bad marketing practices ,the green marketing appeared in the beginning of nineties decade of the last century, because of the traditional marketing activities that harmed the environment and human .
In the context of this research ,the researcher deals with the research methodology and the study method where the research is divided to four sections .The first one deals with the study justification and the research problem ,objectives ,the study method and its tool ,the model ,and the default assumptions .The second section sheds the light on the historical roots of green marketing concept ,its performance ,and its measurement indicators. While the third analyses and discusses the findings through analyzing the questionnaire form . Finally, the researcher finds a set of an important conclusions and recommendations contained in the last section.
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