THE ROLE OF SOME MASS MEDIA IN DEVELOPING AWARENESS OF GREEN MARKETING FOR EGYPTIAN AUDIENCE AN ANALYTICAL AND FIELD STUDY | ||
| Journal of Environmental Science | ||
| Article 15, Volume 44, Issue 2, December 2018, Pages 391-430 PDF (662.79 K) | ||
| Document Type: Review Article | ||
| DOI: 10.21608/jes.2018.36534 | ||
| Authors | ||
| Merham, S. Ameen1; Suzan, Y. El-Qeleny2; Mohamed, A. Khatab2 | ||
| 1Institute of Environmental Studies & Research, Ain Shams University | ||
| 2Faculty of Arts, Ain Shams University | ||
| Abstract | ||
| The current study drives at monitoring the impact of green marketing advertisements on audience’s awareness of the positive effects of using the environment friend products. The researchers use the descriptive method and these tools as study tools: interview, a questionnaire form employed for the field study, and a content analysis form serving the analytical stud). Sample: the study sample is recruited on purpose from Egyptian audience in: (Cairo, Giza, and Qalubyia governorates) who watch television advertisements and use the internet. It consists of (400) items, aged at 19 yrs. old or above. The study analytical sample is embodied in green marketing advertisements: a total survey of the exposed advs. In different mass media during Ramadan month is administered for three years starting from 2016 to 2018. The study objective is to monitor the impact of green marketing advertisements on audience’s awareness of green products and giving easy access information about this issue. The results have been reported: v There are no statistically significant differences between the two study groups (males-females) regarding the audience’s awareness of environmental topics mentioned in green marketing. v There are significant differences between different education levels regarding the audience’s awareness of environmental topics mentioned in green marketing, in favor of the higher education level individuals. v Motional effects in the advs. comes in the first rank, followed by “sound”, then “abundance in environmental information presented in the advs.” In the third rank, followed by “designing the advs.” And finally the “emergence of famous persons”. v The most important mass media means viewed by a large number of people is television followed by the facebook on websites. v The study sample counts on television because of the abundance of environmental information it presents concerning the green products. v The study is summed up of some recommendations as follows: v The necessity for increasing companies’ concern in green products marketing or environmentally friendly forms of advertising that attract viewers such as advertising, singing , acting and develop to increase the persuasion of viewers and urges them to change their behavior towards them. | ||
| Keywords | ||
| : mass media – developing awarenesss – green marketing – Egyptian audience | ||
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