The relationship between Egyptian public's exposure to green marketing campaigns and their level of awareness about environmental responsibility

Abdelsalam Mohammed Mahmoud, Camellia

doi:10.21608/jkom.2024.360796

The relationship between Egyptian public's exposure to green marketing campaigns and their level of awareness about environmental responsibility

Author

Camellia Abdelsalam Mohammed Mahmoud

El ShoroK International Mass Communication High Institution

10.21608/jkom.2024.360796

Abstract

The problem of the study aimed to explore the relationship between Egyptian public's exposure to green marketing campaigns and their level of awareness about environmental responsibility. So The study identified the rates the Egyptian public's exposure to green marketing campaigns, and their motivations for this exposure. And the extent to which they remember these campaigns; As well as monitoring their level of knowledge of the information provided by green marketing campaigns and the issues they contain as a result of their exposure to it; And also determined their green consumer behavior as a result of their exposure to green marketing campaigns.
Then, the study aimed to explore their level of satisfaction and trust in green products as a result of their exposure to green marketing campaigns. Finally, the study aimed to determine their level of awareness of environmental responsibility as a result of exposure to green marketing campaigns.
In this study, the researcher relied on the quantitative survey method, using an online questionnaire as a tool for collecting data from a deliberate sample of (400 individuals) from the Egyptian public who are exposed to green marketing campaigns from different economic and social levels and academic degrees.
The researcher also used social responsibility approach as a theoretical framework of the study.
The study concluded that:

(87.3%) of respondents are (always and sometimes) exposed to green marketing advertisements, and (45.5%) of the respondents chose website advertisements to know about green marketing campaigns at a rate of, followed by social media ads at a rate of (45.3%).
The majority of respondents remembered the advertisements that were shown to them related to green marketing campaigns. And had an average degree of knowledge of the information provided through green marketing campaigns, as their percentage was (79%).
(69.2%) of the Egyptian public (study sample) had a neutral behavior towards green purchasing as a result of their exposure to green marketing campaigns, (70.8%) of the Egyptian public (study sample) had neutral behavior towards preserving the environment as a result of their exposure to green marketing advertisements on social media sites.
(68.5%) of the respondents had a high degree of satisfaction with green products as a result of their exposure to green marketing campaigns.
(55.3%) of them had a high level of confidence in green products as a result of their exposure to green marketing campaigns.

Keywords

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