How the marketing performance influence the green marketing in 14 Algerian companies?

Abstract

The green marketing is one of the new economic topics as it plays a massive role in developing a new idea on different enterprises and their products. In this paper, we study the contribution of the marketing performance on green marketing composed of waste treatment, the relationship between price and cost, attitude toward the environment, and product creation. We make a survey of 14 Algerian companies (14 chiefs’ executive officer) originated from Maghnia city, which is in Tlemcen province (northwestern of Algeria) during the period of 2019-2020. The Pearson correlation test indicates that there is a strong and significant relationship between marketing performance and waste treatment at the level of 1%. We find also two average and statistically accepted relationships between marketing performance and attitude toward the environment, and between marketing performance and product creation at the level of 1%. However, the relationship between marketing performance, and price and cost indicate a poor and insignificant sign. Therefore, these outcomes show that each company should take into consideration the green marketing mix as a part of the enterprise culture in order to maintain a clean environment as well as satisfy the needs of its customers.