2017م - 1444هـ
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قطاع غزة من وجهة نظر الأ كاديميين والدارسين بالجامعة الإسلامية

The Imp act of Green Marketing on the Behavior of the

Consumer Towards the Green Product in the Gaza Strip

from Academics and administrators of the Islamic

University perspectives'





إعداد : حنـــــــــــان تحســـــــــين عيدالأغا



إشراف : د. رشدي عبد المطيف سممان وادي



Abstract

This study aims at identifying the status of the green marketing mix, as

understood by the employees of the Islamic University both

administrative employees and academics. It also aims at identifying the

impact of green marketing on the behavior of the consumer towards the

green product in the Gaza Strip. This is in addition to exploring their level

of awareness about the green product, their environmental culture, and

their attitudes towards the green product. To realize the objectives of the

study descriptive analytical approach was used, and a questionnaire as a

basic study tool was applied to a sample of (280) male and female from

administrative employees and academics at the Islamic University on

Gaza. (264) questionnaires were recovered with a total percentage of

(94.30%).

The study concluded a number of findings, the most important of which

are the following:

The status of the components of the green marketing mix had a high

percentage. The green product field came first, and then the field of

promotion, then the field of the place, and price came last. The study also

showed that the level of consumer awareness of green products is

medium while the environmental culture of the consumer is high. The

study also shows that there is a statistically significant impact for the

ingredients of the green marketing mix on the awareness, culture,

attitudes and environmental consumer behavior.

In light of the findings of the study, the researcher recommended the need

to provide a variety of green alternatives to satisfy the needs of customers

in the Gaza Strip. There should also be reconciliation between the price

of the green product and the volume of demand. Therefore; companies

should study this relationship and, accordingly, develop a suitable pricing

strategy for the green product. It is also important to develop programs,

and conduct seminars and conferences to show the importance of green

products under environmental conditions and the problems of natural

resources.