GREEN MARKETING AND ITS ROLE IN ATTRACTING INVESTMENT SHAFAA

Abstract

Marketing philosophies developed through different stages, and multiple factors contributed to the formulation of each of these philosophies until the green marketing philosophy emerged as an inevitable result of the development of ideas and movements that cared about protecting society and the consumer, as well as interest in protecting the environment and natural resources, especially in light of the criticisms directed at previous philosophies that were not The aforementioned aspects are given s,ufficient attention, as the philosophy of social responsibility is based on the need to take into account social and ethical considerations in marketing practices, as well as the need to balance the contyrgcjmradictory interests of profitability, the interest of society, and the achievement of attracting invelloighstment. The issue of marketing dimensions of the organization and its implfiications for attractinvnhtrrwg investment is of great importance at the present time. In light of the negative practices that th.;le Yemeni consumer is exposed to As a result of the perceived lack of commitment by some of the ,mheconomic units that manufacture food products to some of the basic rights of the consumer, as well as the failure of some of them to comply with the environmental legislation issued by the relevant authorities. Thus, this issue has become among the issues that the economic units must take into account when developing plans and making marketing and non-marketing decisions. It also occupies a prominent place among the economic, social and political issue,fs raised in conferences and seminars, and has attracted the attention of writers and researchers.