Employing the green marketing mix to improve consumer social responsibility An analytical study of the opinions of a sample of workers in the Union Food Industries Company Ltd. in the province of Babylon

 

Employing the green marketing mix to improve consumer social responsibility

An analytical study of the opinions of a sample of workers in the Union Food Industries Company Ltd. in the province of Babylon

Saad Karim Hussein Abbas        Dr. Hamed Kazem Miteb Al-Shibawi

Department of Business Administration – College of Administration and Economics – University of Al-Qadisiyah – Iraq

Abstract:

The current study aimed to determine the effect of the elements of the green marketing mix represented by (green product, green pricing, green promotion, and green distribution) on the social responsibility of the consumer among a sample of workers in the Union Food Industries Company Ltd. in the province of Babil, as the study sample represented (119). ) Individual worker in order to measure the level of availability of the study variables, and accordingly, the study problem was formulated about the extent of the influence of the elements of the green marketing mix on the social responsibility of the consumer in the company in the field of study, where many production and service companies suffer from the problem of lack of clarity of vision. To achieve the objectives of the study and to clarify its problem, a hypothetical scheme was built based on the study variables to clarify the correlation and effect between them and to be a prelude to formulating the study hypotheses. Provided by the administration of the study, a set of statistical methods were used, represented in the confirmatory factor analysis, Cronbach’s alpha coefficient, the coefficient of determination (R2), the normal distribution of data, and the descriptive statistics represented by the arithmetic mean, standard deviation, and correlation coefficient, and the results of the study showed that there is a clear and important perception towards The relationship between the elements of the green marketing mix and the social responsibility of the consumer. Green and distinctively promoted in order to improve the concern of social responsibility to the consumer and the province It is to adopt a set of marketing strategies aimed at reducing waste and damage to the environment.

Keywords: (employment, mix, green marketing, social responsibility).

10-توظيف المزيج التسويقي الاخضر في تحسين المسؤولية الاجتماعية للمستهلك (1)