The Relationship Between Green Marketing and Consumers’ Buying Behavior Towards Green Products. A Field Study on Organic Food Industries in Egypt

نوع المستند : المقالة الأصلية

المؤلف

Lecturer at Faculty of Commerce and Business Administration, Helwan University

المستخلص

The purpose of this study is to investigate the nature of the relationship between green marketing and consumers’ buying behavior towards green products in Egypt. Accordingly, a statistical analysis was carried out based on data collected, using a questionnaire instrument, from 400 consumers who buy organic food in Egypt. Reliability and validity of the study instrument has been checked. The results show that the study instrument is reliable, as well as the study values are considered highly valid and acceptable. The research hypotheses were tested. The main findings of the first hypothesis show that there is a significant relationship between green marketing and consumers’ buying behavior towards green products in Egypt. The main findings of the second hypothesis show that there are significant differences between consumers regarding their buying behavior towards green products according to their demographic characteristics

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