Green Pakaging-as a Novel Marketing Trend: an Empirical Investigation of Moroccans Consumer's Environment Friendly Attitude (original) (raw)
Today, concern about the environment has been highlighted in many areas of life. Our limited resources are damaged, the current rapid growth in the economy and the patterns of consumers' consumption and behavior worldwide are the main cause of environmental deterioration. The future of human life disturbs this planet, thus thinkers and leaders have to create a solution. The influence of green marketing tools have been analysed in this study, namely the green packaging. Indeed, green packaging has emerged as a solution for several environment-related issues. There is a growing concern about environmental issues among consumers which is forcing manufacturers to produce more environment friendly products. In this context, this study started to find consumers' attitudes toward green packaging with special reference to the Moroccan's consumers with four objectives, the main intention is to identify whether consumer attitudes towards green packaging is positive or not and in addition to that to find the most effecting factors on consumer attitudes toward green packaging and also to determine the relationship between independent variables (Demographic factor, Product characteristics, Environmental concern and Government role) and dependent variable (Consumer's attitude towards green packaging) and to demonstrate whether consumers attitude towards green packaging is differed according to their demographic factors. The study helps to extend the understanding about the process of attitude development towards green packaging. 200 consumers were considered for this study was selected by using random sampling method and data were collected from by using structured questionnaires. Descriptive analysis, correlation analysis, regression analysis and chi square analysis were used in analysis and key results are that Moroccan's consumer's attitude towards green packaging seems strongly positive, most effecting factors on consumer's attitude towards green packaging is product characteristics, all the independent variables have positive relationship with the dependent variable and consumer's attitude towards green packaging is differed in accordance with to income level except other demographic factors.
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