Downloads: 120 | Views: 172 | Weekly Hits: ⮙1 | Monthly Hits: ⮙1

Research Paper | Marketing | Morocco | Volume 9 Issue 7, July 2020

Consumer Attitude and Purchase Behavior: The Effect of Green Advertising and Links Review

Salwa Mkik | Marouane Mkik

Abstract: The evolution of the society continues affecting all sector and market players, marketing is changing over time, giving value not only to customer satisfaction but also to environmental heritage, for a sustainable development. The concept of green marketing is raising momentum, providing evidence of a need for additional efforts in the strategic management field, in order to investigate the consumers perspective towards sustainability and, among the others, the so-called eco-friendly products. Within this context, the influence of green advertising on attitudes and behaviours has long been discussed. The main intention to write this paper is to determine the effect of green advertising, eco-literacy and environmental concern on customer attitude and purchase behaviour. This study using a self-administered questionnaire. The sample consisted of 321 respondents. The target respondents were graduate, graduate and postgraduate business students. Specifically, Business students are chosen as there is a general observation among people that these students are more knowledgeable and concerned about the green marketing than students belong to other disciplines. The data were collected via the distribution of self-administered questionnaires through online method (e-mail) and offline method (hand delivery). It should be noted that the questionnaire survey for this study was adopted from established questionnaires from previous studies. The results demonstrate that, it seems appropriate to remind companies already making environmental friendly products and/or green production processes to continue along this path innovation and convey green advertising. Conversely, business firms that still do not understand the change of course of society and the future changes in consumers purchasing, should divert their efforts and their expertise in this orientation, not to be left out of the games.

Keywords: green marketing, green advertising, green attitude, green purchase behaviour

Edition: Volume 9 Issue 7, July 2020,

Pages: 1414 - 1419