تحميل كتاب أثر التسويق الأخضر على سلوك المستهلكين نحو المنتج الأخضر مجموعه مؤلفين PDF

تحميل كتاب أثر التسويق الأخضر على سلوك المستهلكين نحو المنتج الأخضر pdf 2017م - 1443هـ أثر التسويق الأخضر على سلوك المستهلكين نحو المنتج الأخضر في قطاع غزة من وجهة نظر الأ كاديميين والدارسين بالجامعة الإسلامية The Imp act of Green Marketing on the Behavior of the Consumer Towards the Green Product in the Gaza Strip from Academics and administrators of the Islamic University perspectives' إعداد : حنـــــــــــان تحســـــــــين عيدالأغا إشراف : د. رشدي عبد المطيف سممان وادي Abstract This study aims at identifying the status of the green marketing mix, as understood by the employees of the Islamic University both administrative employees and academics. It also aims at identifying the impact of green marketing on the behavior of the consumer towards the green product in the Gaza Strip. This is in addition to exploring their level of awareness about the green product, their environmental culture, and their attitudes towards the green product. To realize the objectives of the study descriptive analytical approach was used, and a questionnaire as a basic study tool was applied to a sample of (280) male and female from administrative employees and academics at the Islamic University on Gaza. (264) questionnaires were recovered with a total percentage of (94.30%). The study concluded a number of findings, the most important of which are the following: The status of the components of the green marketing mix had a high percentage. The green product field came first, and then the field of promotion, then the field of the place, and price came last. The study also showed that the level of consumer awareness of green products is medium while the environmental culture of the consumer is high. The study also shows that there is a statistically significant impact for the ingredients of the green marketing mix on the awareness, culture, attitudes and environmental consumer behavior. In light of the findings of the study, the researcher recommended the need to provide a variety of green alternatives to satisfy the needs of customers in the Gaza Strip. There should also be reconciliation between the price of the green product and the volume of demand. Therefore; companies should study this relationship and, accordingly, develop a suitable pricing strategy for the green product. It is also important to develop programs, and conduct seminars and conferences to show the importance of green products under environmental conditions and the problems of natural resources. .