دور التسويق الأخضر في اتجاه المستهلكين لشراء المنتجات صديقة البيئة في مصر : دراسة ميدانية

الملخص EN

This research seeks to measure the impact role of green marketing tools on consumers' purchase of environment-friend products in application to a sample of actual consumers of these environment friend products in Egypt.

For achieving the research aims, a questionnaire form is designed collected through personal interviews and includes a set of phrases that measure the sample's attitude towards research variables.

The researchers count on a mixture between deductive and inductive methods presented by the theoretical as well as the field study, and have analyzed the data using the SPSS statistical program for each question of the investigation form for testing the research hypotheses.

The research sample consists of (385) items which is the number of the correct retrieved forms, reaching to several results and recommendations that can be applied for marketing the environment friend products in Egypt.

These results are represented in: that there is no relationship between the role of green Marketing tools and consumers' attitudes of the environment-friend products.

The order of impact of actual purchasing of these products has been ascending starting from the most effective to the lowest as follows: environmental advertisement – identification of slogans of the environment friend products – the identification of trademarks of the environment friend products – and finally, the environmental slogan of the environment friend products.

The research recommends the following:

The necessity for increasing concern in environmental advertisement, as it is the most effective tool for marketing across direct communication which is effective for Egyptian people' emotional nature.

The necessity for increasing concern in recognizing the trademarks of the environment friend products, since awareness has an impact on actual purchase.