فاعلية استخدام برنامج للتربية الإعلامية لإكساب الطفل المصري مفهوم التسويق الأخضر

Abstract EN

The current study aims to investigate the effectiveness of a media literacy program on teaching Egyptian children the concept of green marketing, especially three of its dimensions which are : green products, green advertising and green consumer, it also aims to acquiring them some of advertising literacy skills like : advertisement perception, the ability of differing advertisement from other contents, to perceive persuasive intent and buying intent, to perceive advertisement's bias because it has a finance resource, to acquire them the ability of ongoing criticism of advertisement, it depends on the experimental method especially the technique of the “one experimental group”, the program contains eleven sessions, and applies “green marketing scale” on the experimental group before and after exposing them to the program's sessions, the members of the experimental group were chosen according to their scores at raven's progressive matrices and the socioeconomic scale, so they are at same age and at the same level of intelligence and the same level on the socioeconomic scale, and according to that the final number of the sample was 27 children at the age of 7, the most important results of the study are : the first hypothesis is supported and it says that : scores of children's level of green products' characteristics perception after exposure to the program's sessions are higher than their scores before exposing to the program's sessions, the second hypothesis is supported and it says that : scores of children's level of distinguishing between advertisement and other contents after exposure to program's sessions are higher than their scores before exposure to program's sessions, the third hypothesis is supported and it says that scores of children's perception level of green advertisement after exposure to program's sessions are higher than their scores before exposure to program's sessions, and that proves the effectiveness of the program.