The Extent of Applying Green Marketing and its Impact on the Purchasing Decision of Consumers of Food Companies' Products in Dhofar Governorate

The study aims to identify the extent to which green marketing is applied and its impact on the purchasing decision of consumers of food companies' products in Dhofar Governorate.The sample members, and (345) valid questionnaires were retrieved for analyzing their data from the total distributed questionnaires, and the researcher used the analytical descriptive approach.One of the most important results reached is that green marketing with its dimensions (environmental awareness, features of green products, prices of green products, advertisements of green products and green distribution) came with a high level of relative importance and that the purchasing decision of the consumer came with a high level of relative importance based on the general arithmetic mean.It also showed that there is no statistically significant effect of environmental awareness, green product prices, and green product advertisements on the purchasing decision of consumers of food companies' products in Dhofar Governorate.And the existence of a statistically significant effect of the characteristics of green products and the green distribution on the purchasing decision of consumers of food companies' products in Dhofar Governorate.Among the recommendations of the study is to work on spreading environmental awareness among consumers by adopting environmental culture that has a major role in preserving the environment and environmental behaviors that lead to demand for energy-saving goods and urging institutions to increase the production of green products to shift consumer attention from traditional products to green products.