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


  • Salwa Mkik

    (Université Mohammed V de Rabat)

  • Mustapha Khouilid

    () (Université Mohammed V de Rabat)

  • Amina Aomari

    (Université Mohammed V de Rabat)


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.

Suggested Citation

  • Salwa Mkik & Mustapha Khouilid & Amina Aomari, 2017. "Green Advertising and Environmentally Consumption: The Level of Awareness and Moroccan Costumer’s Perception," Post-Print hal-01581428, HAL.
  • Handle: RePEc:hal:journl:hal-01581428
    DOI: 10.9790/487X-1908030111
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    References listed on IDEAS

    1. Gergely Nyilasy & Harsha Gangadharbatla & Angela Paladino, 2014. "Perceived Greenwashing: The Interactive Effects of Green Advertising and Corporate Environmental Performance on Consumer Reactions," Journal of Business Ethics, Springer, vol. 125(4), pages 693-707, December.
    2. Raluca-Mihaela SANDU, 2014. "Green: Marketing, Products And Consumers," SEA - Practical Application of Science, Fundația Română pentru Inteligența Afacerii, Editorial Department, issue 5, pages 555-562, November.
    3. William Young & Kumju Hwang & Seonaidh McDonald & Caroline J. Oates, 2010. "Sustainable consumption: green consumer behaviour when purchasing products," Sustainable Development, John Wiley & Sons, Ltd., vol. 18(1), pages 20-31.
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    Environmental consumption; Green advertising; Consumer behaviour; Environmental awareness; Environmental concerns;

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