The Impact of Green Marketing on Consumer Behavior: An Applied Study on Khairat Al-Jubayish Dairy Factory

The research aims to determine the impact of green marketing on consumer behavior, and the Khairat Al -Jabayesh Dairy Laboratory was selected, and this research included green marketing as an independent variable that was measured through the following dimensions: green product, green pricing, green promotion, and green distribution, as for consumer behavior, it was considered as a dependent variable, it was measured through Environmental awareness, consumer perception of the product, the level of consumer education, the economic situation as well as renewable energy, with the importance of the relationship between green marketing and consumer behavior and his attitudes towards the green product and the impact it has on the consumer's purchasing decisions, a sample of consumers was taken consisting of (55) consumers and this research relied on the descriptive and analytical approach, and the Statistical Packages Program for Social Sciences (SPSS) was used in data analysis, a set of statistical methods and arithmetic averages, where the electronic questionnaire was used, its results were adopted, analyzed, and their opinions on the impact of green marketing on consumer behavior were discussed. The research reached a set of results that concluded that there is a relationship between the dimensions of green marketing and consumer behavior and its impact on consumer purchasing decisions, and the research also reached a statistically significant effect of the contribution of green promotion in enhancing consumer behavior.