M.A. Thesis:

Green product marketing and customer perceived value in the automotive industry

n the new century, the main challenge of mankind is to find a fair and sustainable way of producing, consuming and living. Meanwhile, consumers' concerns about environmental responses that are consistent with environmental laws have pushed the growing number of companies to design and create environmentally friendly plans. This study examines the relationship between the marketing of green products and the perceived value of customer in the automotive industry. The research method used in this study was using library and documentary studies of the conceptual framework of the subject and, finally, a field method for data collection. The data gathering tool was a questionnaire, statistical tests, SPSS and Excel software. The results of the research indicate that the green product has a significant effect on the customer perceived value. Also, the price of green product has a significant effect on customer perceived value. Promotion of green products has a significant effect on customer perceived value. Finally, the results showed that distribution of green product has a significant effect on perceived customer value

Keywords: Marketing, green product, perceived value, product promotion