دور تبني إستراتيجيات التسويق الأخضر لتحقيق الأداء المستدام في المؤسسة الإقتصادية

Abstract

ِAbstract The rationale behind this study is to highlight the impact of green marketing strategies on achieving sustainable performance of the Algerian economic institutions, as well as to highlight the fact behind these institutions’ adoption of the aforementioned strategies by identifying the most important ones used to meet environmental and societal challenges. Specifically, in a way that contributes to improving the overall performance of the institution in light of achieving sustainable development. The study’s theoretical part focused on the main findings of research into the application of green marketing by economic institutions, as well as on the principles of sustainable development and its performance. In the fieldwork, we relied on a sample survey of 72 Algerian economic institutions, through the analytical method to obtain the results of the survey, using one of its most important tools, the questionnaire, which was distributed on a number of these economic institutions. One of the most important findings is that, despite the novelty of the green marketing and sustainable development concepts, the interest of institutions in environmental and social aspects has increased in line with the increased environmental awareness of consumers and the increasing impacts on the environment and society. Analysis of the survey results has proved the existence of a relationship/correlation between the adoption of green marketing strategies by economic institutions and achieving sustainable performance through the analysis of their external environment, fragmentation of their market, and their differentiation of their products, and greening its marketing mix. Keywords: Green marketing, Green marketing mix, Sustainable performance, Economic performance, Social performance, Environmental Performance, green marketing strategies.