The Effect of Applying the Green Marketing Concept on the Furniture Industry in Egypt (Applied Study on IKEA) | ||
| Journal of Design Sciences and Applied Arts | ||
| Article 31, Volume 3, Issue 2, June 2022, Pages 400-424 PDF (1.99 M) | ||
| Document Type: Original Article | ||
| DOI: 10.21608/jdsaa.2022.134960.1179 | ||
| Author | ||
| Amina Emam* | ||
| Faculty of Applied Arts - Benha University - Egypt. | ||
| Abstract | ||
| This research discusses the marketing obstacles of the furniture industry and tries to find some solutions by discussing the concept of green marketing, which is one of the most important marketing trends in the world. The research problem is some marketing obstacles that affect the success rates of the furniture industry in Egypt, which prompts us to research the modern trends of furniture marketing to overcome these obstacles. The aim is to describe and measure the impact of applying the green marketing concept on the furniture industry and identify a scientific method through green marketing strategies we use in furniture manufacturing companies in Egypt. The study attempts to answer some questions, such as Is there an impact of applying green user and green product strategies on the development of the furniture industry? The research assumes that applying the green marketing concept increases marketing opportunities for furniture products and overcomes marketing obstacles in Egypt. The research concluded that there is a clear role of green marketing affecting the development of the furniture industry in Egypt, | ||
| Keywords | ||
| Green marketing; IKEA company; Sustainability | ||
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