A TRAINING PROGRAM BASED ON THE COMMUNICATIVE THEORY FOR DEVELOPING GREEN INNOVATION SKILLS AND THE ATTITUDE TOWARDS CLEANER PRODUCTION AMONG WORKERS IN THE INDUSTRIAL ZONE OF EL-OBOUR

The current study aimed to develop a training program based on communicative theory to enhance green innovation skills and promote attitudes toward cleaner production among workers in El-Obour’s industrial zone. The researchers developed two tools: a Green Innovation Skills Test and a Scale measuring attitudes toward cleaner production. A quasi-experimental design with a single group and pre/post testing was used to assess the program's impact. Findings showed statistically significant improvements in green innovation skills after the training, as well as enhanced attitudes toward cleaner production. These results highlighted the effectiveness of the program’s content and delivery methods, including the use of supportive videos to reinforce learning. The program proved suitable for the target group, confirming the relevance of its topics and the success of using communicative theory in training. The researchers recommended integrating environmental sustainability concepts into industrial education curricula to prepare a generation capable of innovation in this field. They also stressed the importance of cooperation among governmental bodies to ensure monitoring and compliance with environmental regulations. Additionally, they urged industrial institution leaders to adopt green innovation principles and stay aligned with technological developments to support the shift toward eco-friendly industrial practices. Furthermore, the study emphasized the role of media in raising awareness about innovation and product quality within the industrial sector. Special focus was given to promoting competitiveness and expanding access to both local and global markets. Keywords: Green Innovation – Cleaner Production – Communicative Theory – Innovation Skills.