Green Advertising and Environmentally Consumption: The Level of Awareness and Moroccan Costumer’s Perception

Salwa Mkik, Mustapha Khouilid () and Amina Aomari
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Salwa Mkik: UM5 - Université Mohammed V de Rabat [Agdal]
Mustapha Khouilid: UM5 - Université Mohammed V de Rabat [Agdal]
Amina Aomari: UM5 - Université Mohammed V de Rabat [Agdal]

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Abstract: The main intention to write this article is to determine the level of awareness and perception of Moroccan consumers through evaluating their connection to the environment, trust in green advertising promoted by companies and willingness to purchase green products. A survey was conducted to gather responses from online respondents using the social media website. Two hundred and two respondents have responded to the one week survey time, to a 24 questions questionnaire. The findings show that generally, the Moroccan consumers have some environmental awareness and a significant positive influence towards green advertising on their behaviour. The theoretical and managerial implications of these findings will be discussed.

Keywords: Environmental consumption; Green advertising; Consumer behaviour; Environmental awareness; Environmental concerns (search for similar items in EconPapers)
Date: 2017
New Economics Papers: this item is included in nep-ara, nep-env and nep-mkt
Note: View the original document on HAL open archive server: https://hal.science/hal-01581428
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Citations: View citations in EconPapers (1)

Published in IOSR Journal of Business and Management, 2017, 19 (8), pp.1-11. ⟨10.9790/487X-1908030111⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01581428

DOI: 10.9790/487X-1908030111

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