دور عناصر المزيج الترويجي الأخضر في توجيه سلوك المستهلك الجزائري نحو استهلاك المنتجات الخضراء : دراسة عينة من زبائن أسواق مدينة تبسة

Abstract EN

The study aims to identify the role of the green promotional mix in directing the behavior of the Algerian consumer towards green and sustainable consumption.

The study targeted customers of the Tebessa city markets as a sample for the study.

Data was collected through a questionnaire designed for this purpose.

In order to reach the goal of the study, the data was processed and analyzed using statistical methods through the spss program.

The results of the study went that the elements of the promotional mix have a role in directing the Algerian consumer towards the consumption of green products, but the green advertising element did not have a role in that, and this is what is needed.

Enterprises intensify advertising campaigns to introduce green products.