GREEN MARKETING IN MOROCCO

Manal Echchad and Abrar SAMI MAHMOUD Ghaith
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Manal Echchad: Institute of Marketing, University of Debrecen, Hungary
Abrar SAMI MAHMOUD Ghaith: Institute of Marketing, University of Debrecen, Hungary

SEA - Practical Application of Science, 2022, issue 28, 7-16

Abstract: Climate change and environmental protection have gained increasing importance in recent years throughout the world. This movement reached Morocco, where companies started putting the environment and its protection in the middle of their activities. Since the 90s, Morocco has declared its willingness to follow the sustainability path, by according special importance to the three bottom lines of sustainability. The main purpose of the paper was to assess the spread of the „green” concept, by studying the activities of four Moroccan companies: OCP Group, MANAGEM Group, Kilimanjaro Environnemnet and Lafarge-Holcim, and their green marketing strategies will be categorized based on the green marketing matrix. Indeed, OCP Group proved to be applying both a shared and defensive green marketing strategy, while Managem group applies a shaded green marketing strategy. Kilimanjaro Environnement proved to be an extreme green company, and Lafarge-Holcim was found to follow a shaded green marketing strategy.

Keywords: Green Marketing; Sustainable development; Green Marketing strategy; Green marketing matrix (search for similar items in EconPapers)
JEL-codes: J31 (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:cmj:seapas:y:2022:i:28:p:7-16

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