GREEN MARKETING AS A RECENT ATTITUDE TO ACHIEVE SUSTAINABLE DEVELOPMENT

Environmental issues is an important topic nowadays as almost every country’s government and society has started to be more aware about these issues. This leads to a trend of green marketing used by the firms /producer in order to gain profit and protect the environment, Green marketing is the process of satisfying the needs and wants of customer’s in a way which can bring benefit or profit for both the producer and the society by reducing detrimental impact on the natural environment by providing less environmental harmful and/or more environment friendly products to the respondents, green marketing tools such as eco-label, eco-brand and environmental advertisement will make easier perception and awareness of green products attributes and characteristics, consequently, guiding them into purchasing environmentally-friendly products. Applying these policy tools plays an essential role to switch customer’s actual purchasing behavior to buy environmental friendly products, therefore, reduce the negative impact of synthetic products on the environment. The aim of this research was to know the respondents awareness of green marketing and its impact on sustainable development and to assess the attitude of respondents towards green marketing and sustainable development. A sample of (150) respondents was chosen from (5) super markets for administering well structured survey questionnaires. The analytical tools were used descriptive statistics, inferential statistical treatments such as percentages, means, and correlation analysis were applied to the data. From the research it was found that majority of the respondents did not have knowledge about green marketing because it is very new concept for respondents otherwise majority of the respondents agreeabout believing in the concept of green marketing, paying extra cost for green products also majority of the respondents strongly agreeabout supporting green marketing and sustainable development strategies The results of a correlation analysis between the respondents’ attitude towards green products with respondents’ demographics showed that, the respondents’ attitude towards green products was significant negatively correlated with Age, Education and income were significant positive correlated with respondents’ attitude towards green products, the research recommended that government and marketing organizations have to disseminate the importance of green marketing and enhancing the awareness at every level of stakeholders about green marketing.