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
Highlights
Since the nineties, the performances of companies do not judge themselves any more in simple terms of profitability, and with regard to their behavior towards people and the environment
The ecological theme is recurrent in the advertising and the ecological argumentation is used more and more openly by the campanies to attract the customer
The survey highlight the use of ecological argument in advertising, sectors and companies using the most ecological argument or sustainable development and the types of products and services most affected by the ecological argument
Summary
The performances of companies do not judge themselves any more in simple terms of profitability, and with regard to their behavior towards people and the environment. Under the pressure of the ecologist and consumerist movements, companies have to fit on more into the society and become citizens. Companies integrate more and more sustainable development on their advertising campaigns. They try to inform directly their consumers about the ecological value of their products or their working conditions, and support projects of development and environmental protection. We so notice an ecological rise of the concerns which widely developed to which the advertising world adapted itself. The ecological theme is recurrent in the advertising and the ecological argumentation is used more and more openly by the campanies to attract the customer
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