أثر التسويق الأخضر على تحسين الأداء المؤسسي في المنظمات: دراسة ميدانية على العاملين في شركات الأدوية المصرية

Abstract EN

The research aims to study “the effect of green marketing on improving institutional quality-a field study on workers in Egyptian pharmaceutical companies”, where (384) lists of surveys were distributed to workers in Egyptian pharmaceutical companies, and testing the main hypothesis that "there is a positive, statistically significant effect of between marketing green and improve institutional performance the Cronbach's alpha test was used to measure the validity of the responses, as well as the stability of the survey items, frequencies, percentages, arithmetic mean, standard deviation and coefficient of variation, and this is mainly used for the purposes of knowing the frequency of the categories of a variable.

the results of the research showed that there was a where the a positive impact between marketing green of improve institutional performance.

the study recommended that pharmaceutical companies should continue to adopt the concept of green marketing and activate this in all their dealings, in order to maintain existing customers, and attract the largest possible number of new customers, to reflect on increasing profits, increasing market share, and enhancing competitive advantage.

pharmaceutical companies continue to pay attention to the dimensions of green marketing, as it is proven to be related to improving institutional performance.