Green media marketing initiatives for national projects in the country and their impact on their mental image among young people - a field study on green transportation projects | ||
| Scientific Journal of Research on Women, Media, and Society Studies | ||
| Volume 1, Issue 2, July 2024, Pages 181-257 PDF (1.68 M) | ||
| Document Type: Original Article | ||
| DOI: 10.21608/jwms.2024.289826.1006 | ||
| Author | ||
| Mervat ِAbdelhameed* | ||
| كلية الإعلام - جامعة القاهرة | ||
| Abstract | ||
| The current study sought to identify the role of green media marketing initiatives for green transportation projects in Egypt and their impact on the mental image of the Egyptian state among Arab youth. The study used a survey approach, by applying the survey tool to a sample of Egyptian and Arab youth consisting of 300 individuals, and the study reached the following conclusions: The youth sample relied on green media marketing campaigns carried out by the government to learn about new information about green transportation projects to a large extent (24%), relied on it to a moderate degree (52.3%), and did not rely on it at all (23.7%). The feature of “does not cause harm to the environment” came at the forefront of the features that characterized green transportation projects from the point of view of the youth of the study sample, at a rate of 65%, and safe came in second place, at a rate of 56%, while electronic payment came with offers on the use of subscription cards. In third place, with a rate of 55%. There is a correlation between the level of dependence of the youth of the study sample on green media marketing campaigns in following up on national transportation projects and their future vision towards the country to change for the better. There is a statistically significant correlation between the intensity of exposure of the youth of the study sample to campaigns marketing national transportation projects through the media and the mental image they have of the Egyptian state. There is a statistically significant correlation between the intensity of exposure of the youth of the study sample to campaigns marketing national transportation projects through the media and their evaluation of the services provided to them by the green, environmentally friendly transportation network. | ||
| Keywords | ||
| green marketing initiatives; green transportation projects; green environmental issues; digital marketing campaigns | ||
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