les cahiers du mecas
Volume 22, Numéro 1, Pages 154-165
2026-06-02

The Impact Of Green Marketing Mix Elements On Algerian Consumer Purchasing Behavior: An Empirical Study At The Cement Company In Saida



Authors : Hamidi Zeggai .

Abstract

This study examines the impact of the green marketing mix on Algerian consumer purchasing behavior through an empirical study conducted at a cement company in Saida. A descriptive-analytical approach was adopted using a questionnaire distributed to a sample of 87 respondents and analyzed with SPSS. The results indicate a significant relationship and impact between green marketing mix elements and consumer behavior, with green product and green price showing the strongest influence. The findings also reveal moderate consumer awareness of green marketing practices alongside relatively high environmentally oriented purchasing behavior. The study highlights the importance of adopting green marketing strategies to support sustainable consumption.

Keywords

Green marketing ; Consumer behavior ; Sustainable consumption

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