The Role of green advertising in achieving sustainability (An applied study for designing advertisements on social media to conserve the waters of the Nile(

Document Type : scientific articles

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1 THE Higher institute of applied arts

2 The higher institute applied arts

Abstract

Environmental issues are among the issues that have received the most attention at the global level. Environmental problems such as pollution, depletion of energy sources, climate change, and shrinking green spaces have become one of the biggest threats to the world today. Preserving the environment and reducing negative impacts, the latest of which was the climate summit in Paris in December 2015. In response to these calls, business organizations began to give the environmental dimension prominent importance in their production and marketing strategies. A new style of marketing known as green marketing emerged centered on a strong commitment to social responsibility and minimizing negative impacts. Green marketing and green advertisements are among the prominent topics in the business world. Despite the global trend towards environmental protection and the production of environmentally friendly products, the values and culture of consumption in the Arab world are far from the global trend. Rationalization in energy consumption, and it can be said that weak environmental commitment was a prominent feature of the culture of Arab consumers within the framework of the global trend and the approach of green marketing. Therefore, formal and informal efforts must be combined

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