Faculty of Economic Sciences, Commerce and Management Sciences

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    أثر التسويق الأخضر في بناء رأسمال العلامة التجارية دراسة عينة من مؤسسات صناعة الأدوية في الجزائر
    (2024) beddiar lamine
    Today, many firms are constantly looking for methods to add value to their brand equity. These firms view traditional marketing activities as marketing products that do not add this value because they are harmful to the environment. Green marketing has opened the way for these firms to achieve this value centred around a strong commitment to environmental responsibility in the conduct of marketing activities. This study aims to reveal the impact that green marketing plays in its four dimensions of green product, green pricing, green distribution and green promotion, in building brand equity in its four dimensions of perceived quality, brand loyalty, brand awareness and mental brand associations from a consumer's perspective, by examining the data collected from consumers of the firms studied: Biopharm, Saidal, Sanofi, HikmaPharma, by electronic mail and by paper distribution according to the purposive sampling technique, from 548 participants, the data were analyzed using a range of statistical methods. Including arithmetic mean, standard deviation and regression analysis. The study also examined the significance of differences in sample members' responses on the impact of green marketing in building brand equity. Based on gender, age, education level, employment, years of experience and consumer knowledge of green marketing, using a combination of descriptive scientific research methods and analytical. The study concluded that the results of the statistical analysis showed the existence of a statistically significant effect of green marketing with its dimensions in the construction of brand equity in its dimensions in the Algerian pharmaceutical firms mentioned above. However, this effect appears below average, because the green price of the Biopharm and Sanofi brands was one of the most important factors, affecting the level of brand equity by 17.6% and 21.1%, respectively. As for Saidal, the green product was one of the factors that most affected the level of brand equity, and the percentage was estimated at 22.6%. While the green promotion of the Hikma brand is considered one of the factors that most affect the level of brand equity, and the percentage has been estimated at 23.7%.The most important recommendations were the need for firms to move towards environmentally friendly pharmaceutical products, while designing marketing messages that increase environmental awareness and target consumers of green products, especially doctors and pharmacists, noting the need to improve education and awareness of green marketing among consumers to improve sustainable purchasing decisions.