Ecological Advertising: What Impact on Responsible Consumption in Morocco?

Abstract

The multiplication of messages about environment has led to a general awareness on the stakes in protecting the environment and made the ecological theme a current issue in advertising. Considering the development of the responsible consumption in Morocco, it is interesting to wonder about the role of the ecological advertising in motivating and urging the consumers to choose friendly environment products. This paper aims to analyze the tendency of advertising executives in Morocco who use in the advertising straight forward ecological arguments as a marketing strategy. This becomes a current practice in the contents of advertising in Morocco in relation to the environmental problem. This leads to an progressive approach to improve the relevance of the advertising discourse regarding protecting the environment and its impact on the perception of the consumers who are more suspicious about the phenomenon of "Green Washing", and its impact on their attitude towards the product and the advertiser.

DOI: 10.5901/mjss.2016.v7n4p617