The Impact Of Proactive Marketing In Promoting Green Consumer Behavior: Field Research At The General Company For Textile Industries, Hilla Textile Factories
DOI:
https://doi.org/10.31272/jae.i145.1272Keywords:
Proactive marketing, green consumer behaviour, sensing, communication, valuesAbstract
The research aims to test the relationship between proactive marketing and green consumer behavior in the General Company for Textile Industries, Hilla Textile Factories, which provides textile products, bags, and sewing hospital supplies. The research sample included (32) managers and department heads in this factory. The questionnaire was used to survey the sample's opinions. Some statistical methods were used according to the (SPSSV21) program to analyze the results and test the hypotheses. The research reached a set of proposals and recommendations that help specialized companies understand and establish the concept of proactive marketing and the possibility of its advancement in companies operating with it. Most importantly, most companies are exposed to many risks that may threaten their future due to unexpected events. Therefore, management must focus on knowing the causes of risks and confronting them in creative ways to add marketing value to all its activities, in addition to collecting information about consumer requirements, competitors, the market, the economic and political situation, and suppliers; for their importance in the process of making proactive marketing decisions.
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