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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 Note: View the original document on HAL open archive server:

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    References listed on IDEAS

    1. Eric Monnet, 2009. "Les institutions, mode d'emploi," Post-Print hal-00813304, HAL.
    2. North, Douglass C, 1994. "Economic Performance through Time," American Economic Review, American Economic Association, pages 359-368.
    3. Olivier Godard, 1990. "Environnement, modes de coordination et systèmes de légitimité : analyse de la catégorie de patrimoine naturel," Revue Économique, Programme National Persée, vol. 41(2), pages 215-242.
    4. Faber, Malte, 2008. "How to be an ecological economist," Ecological Economics, Elsevier, vol. 66(1), pages 1-7, May.
    5. Franck Bessis, 2009. "L'institution comme réalisation du collectif," Post-Print halshs-00785754, HAL.
    6. Martino Nieddu & Estelle Garnier & Christophe Bliard, 2010. "L'émergence d'une chimie doublement verte," Revue d'économie industrielle, De Boeck Université, vol. 0(4), pages 53-84.
    7. Xavier Greffe, 2003. "La valorisation économique du patrimoine," Université Paris1 Panthéon-Sorbonne (Post-Print and Working Papers) halshs-00272080, HAL.
    8. Hugues François & Maud Hirczak & Nicolas Senil, 2006. "Territoire et patrimoine : la co-construction d'une dynamique et de ses ressources," Revue d'économie régionale et urbaine, Armand Colin, vol. 0(5), pages 683-700.
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    More about this item


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

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