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

Listed author(s):
  • Salwa Mkik

    (Université Mohammed V de Rabat)

  • Mustapha Khouilid

    ()

    (Université Mohammed V de Rabat)

  • Amina Aomari

    (Université Mohammed V de Rabat)

Registered author(s):

    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.

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    File URL: https://hal.archives-ouvertes.fr/hal-01581428/document
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    Paper provided by HAL in its series Post-Print with number hal-01581428.

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    Date of creation: 2017
    Publication status: Published in IOSR Journal of Business and Management, International Organization of Scientific Research, 2017, 19 (8), pp.1-11. <10.9790/487X-1908030111>
    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
    Contact details of provider: Web page: https://hal.archives-ouvertes.fr/

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