التسويق الأخضر : من محاولة لإنقاذ كوكب الأرض إلى صناعة خضراء : دراسة حالة مؤسسة "تويوتا"

Abstract EN

The aim of this study is to study the possibility of exploiting the environmental aspect and orienting towards environmentally friendly products by the institutions working in the field of cars in enhancing competitiveness and creating alternative marketing opportunities.

These marketing opportunities are based on satisfying the needs of consumers on the one hand, as well as maintaining the safety of the environment on the other hand.

The study concluded that Toyota's adoption of the environmental approach and its work as a positive partner, contributing to the preservation of the environment and gaining public opinion has also helped it to achieve the commercial objective of the organization.

The study also found that green marketing increases market share, improves organization' reputation, improves quality and reduces costs.