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The Responsible Consumption: Factor of the Development of Environmental Responsibility in Morocco

DOI: 10.7763/joebm.2014.v2.128

Keywords: About environmental communication , green marketing , responsible consumption.

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Nowadays, people are overwhelmingly aware of the major challenges for the planet and begin to accept and make gestures towards the environment. In Morocco, the responsible consumption is only at its beginning but a collective, progressive and growing awareness of the need to respect the environment is forging. This paper aims to analyze consumer behavior with regard to Moroccan green products as an indicator of the degree of interest and involvement regarding the environment. The Moroccan consumers seem to be aware of the challenges of sustainable development as well as the impact of their consumption on the environment but they delays integrating them into their purchasing behavior.


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