The effect of green marketing on consumer behavior: The case of Kenitra - Morocco

Increasing awareness on the varied issues regarding environment changed the way of how consumers think about their life. We noticed a change on the comportment of consumers towards eco-friendly lifestyle. They are permanently trying to minimize the consequences of their act on the environment. Nowadays, compagnies are trying to gain time by exploiting this potential in the green market by doing conjoint effort to reduce the usage of products that affect our environment. Many companies in various industries use green marketing as a tool to follow this trend. The aim of this research is to discover more about the impact of green marketing on consumer buying behavior in Morocco. A total of 450 responses were assembled by adopting a survey questionnaire taken from previous studies, it combines general questions to define the respondent and also variable questions to evaluate connections in a methodical way. The data collected was analyzed and interpreted along with findings of previous studies. Results shows that all of the green price, product and promotion has an effect on consumer purchasing behavior, and that consumers need to be more aware and conscious about green marketing. Marketers should persuade consumers through advertisement that the products are safe, trustworthy and nonharmful to the environment to encourage their green consumption. In this study, the positivism research philosophy is used and deductive research approach is applied. Moreover, the quantitative research method is used and the survey approach is used for data collection directly from the respondents. The data is analyzed through statistical analysis through descriptive statistics, reliability, correlation, and regression analysis. Keywords: Green marketing, Green marketing mix, Morocco, Purchasing behavior.