دوز اتسويق الأخضر في تعزيز سلوك المستهلك بيئيا

Abstract

The study aims to highlight the role of green marketing and its dimensions in promoting green consumer behavior among a sample of consumers of the Algerian company Agrival Mila. To achieve this, a questionnaire was used as a data collection tool, distributed to a sample of 62 consumers. The study relied on descriptive and analytical methods, utilizing the statistical package for social sciences SPSS.26 for data analysis, along with various statistical methods such as Pearson correlation and mean calculations.The study yielded several results: there is a relationship between the combined dimensions of green marketing and environmental consumer behavior. The elements of the green marketing mix have an impact on the purchasing decision of environmentally conscious consumers. Additionally, there is a statistically significant effect of green promotion on enhancing environmentally friendly consumer behavior at a significance level of 5%.