مجلة الباحث الإقتصادي
Volume 8, Numéro 2, Pages 162-175
2020-12-30

Using Bank’s Marketing Mix To Promoting Green Investment In Algeria.



Authors : Benmensour Lilia . Adjali Dalal .

Abstract

Abstract : The aim of this study is to empirically examine the relationship between the Algerian banks’ marketing mix and the promoting of green investment. This study was conducted based on a psychometrically validated questionnaire designed and distributed to a random sample of 20 Algerian banks. The response rate was 60%. We used statistical methods to analyze the three principal hypotheses developed. In particularly, we found that: (H1) Algerian banks have adopted strategies to guide investors towards green investment. (H2) There is a relationship between Algerian banks marketing mix and the promoting of green investments.(H3) There is a statistically significant difference amongst Algerian banks due to type determinant (Public, private or mixed). Key words: Marketing mix, green investment, Algerian banks. JEL classification codes: M31, P45, G21 Résumé: Le but de cette étude est d’examiner empiriquement la relation entre le mix marketing des banques algériennes et la promotion des investissements verts. Nous avons utilisé des méthodes statistiques pour analyser les trois principales hypothèses développées. En particulier, nous avons constaté que: (H1) Les banques algériennes ont adopté des stratégies pour guider les investisseurs vers des investissements verts. (H2) Il existe une relation entre le mix marketing des banques algériennes et la promotion des investissements verts. (H3) Il existe une différence statistiquement significative entre les banques algériennes en raison du type de déterminant (public, privé ou mixte). Mots clés : Marketing mix, investissement vert, banques algériennes. Codes de classification JEL: M31, P45, G21

Keywords

Marketing mix ; green investment ; Algerian banks

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