علاقة سياسات المزيج التسويقي الأخضر بتبني استراتيجيات التسويق الأخضر : دراسة ميدانية بشركة الإسمنت بياتنة

Abstract EN

This paper aims to identify the reality of the adoption of green marketing in the Algerian enterprises, and the extent of its employees to realize the inevitability of the integration of environmental orientation.

this paper is based on the results of a field study which has been prepared on the cement enterprise in batna.

the results confirmed that the level of perception and awareness of the need to adopt green marketing in the enterprise has become a reality and tangible in the context of the organization's quest to practice environmental management.

the results indicate also the existence of a relationship between the two variables, which describes the correlation between green price policy and strategies for green marketing as a positive and strong, but the relationship is positive and as a medium for the rest of marketing mix policies, which means the application level not onion to the level of awareness of the need to adopt the environmental orientation.