The Impact of Green Marketing Strategies on Consumer Attitudes Toward Environmentally Friendly Products A Survey Study of the Opinions of a Sample of Mall Managers in Mosul

Abstract

    The researcher aims through the current study to reveal the impact of green marketing strategies on consumer attitudes towards environmentally friendly products in a number of commercial centers in the city of Mosul. To achieve this, the researcher adopted the (descriptive analytical) approach in presenting theoretical frameworks, processing the study data, and then analyzing and interpreting them. This was after the study community was identified in a number of commercial centers in the city of Mosul, and a random sample was selected, the size of which was (60) managers. The researcher adopted a set of statistical tools and methods associated with analyzing the study sample’s response, which included (arithmetic mean, standard deviation, coefficients of variation, correlation, response rate, and analysis of the effect relationship), through the use of statistical software (SPSS V.26). The study reached a set of conclusions, the most important of which is the presence of a direct and significant impact of green marketing strategies on consumer attitudes towards environmentally friendly products. Environmentally friendly, indicating that malls' adoption of these strategies in all their dimensions contributes to shaping positive consumer attitudes toward products that take environmental aspects into account. The study concludes with a set of proposals, the most important of which is the need to strengthen partnerships with suppliers and manufacturers who adhere to environmental standards in their production and packaging processes. This ensures the provision of high-quality, environmentally friendly products at reasonable prices, thus strengthening the credibility of malls in the local market.