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

Author

Listed:
  • Salwa Mkik

    (Université Mohammed V de Rabat)

  • Mustapha Khouilid

    () (Université Mohammed V de Rabat)

  • Amina Aomari

    (Université Mohammed V de Rabat)

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.

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 Note: View the original document on HAL open archive server: https://hal.archives-ouvertes.fr/hal-01581428
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    References listed on IDEAS

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    More about this item

    Keywords

    Environmental consumption; Green advertising; Consumer behaviour; Environmental awareness; Environmental concerns;

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