📘 ❞ أثر التسويق الأخضر على سلوك المستهلكين نحو المنتج الأخضر ❝ كتاب اصدار 2017

عن كتاب أثر التسويق الأخضر على سلوك المستهلكين نحو المنتج الأخضر:
أثر التسويق الأخضر على سلوك المستهلكين نحو المنتج الأخضر في
قطاع غزة من وجهة نظر الأ كاديميين والدارسين بالجامعة الإسلامية
The Imp act of Green Marketing on the Behavior of the
Consumer Towards the Green Product in the Gaza Strip
from Academics and administrators of the Islamic
University perspectives'

إعداد : حنـــــــــــان تحســـــــــين عيدالأغا

إشراف : د. رشدي عبد المطيف سممان وادي

Abstract
This study aims at identifying the status of the green marketing mix, as
understood by the employees of the Islamic University both
administrative employees and academics. It also aims at identifying the
impact of green marketing on the behavior of the consumer towards the
green product in the Gaza Strip. This is in addition to exploring their level
of awareness about the green product, their environmental culture, and
their attitudes towards the green product. To realize the objectives of the
study descriptive analytical approach was used, and a questionnaire as a
basic study tool was applied to a sample of (280) male and female from
administrative employees and academics at the Islamic University on
Gaza. (264) questionnaires were recovered with a total percentage of
(94.30%).
The study concluded a number of findings, the most important of which
are the following:
The status of the components of the green marketing mix had a high
percentage. The green product field came first, and then the field of
promotion, then the field of the place, and price came last. The study also
showed that the level of consumer awareness of green products is
medium while the environmental culture of the consumer is high. The
study also shows that there is a statistically significant impact for the
ingredients of the green marketing mix on the awareness, culture,
attitudes and environmental consumer behavior.
In light of the findings of the study, the researcher recommended the need
to provide a variety of green alternatives to satisfy the needs of customers
in the Gaza Strip. There should also be reconciliation between the price
of the green product and the volume of demand. Therefore; companies
should study this relationship and, accordingly, develop a suitable pricing
strategy for the green product. It is also important to develop programs,
and conduct seminars and conferences to show the importance of green
products under environmental conditions and the problems of natural
resources.