The Impact of De Marketing on the Consumer's Purchasing Decision ""A field study on consumers of single-use plastic ""bags in the markets of Hama Governorate

Abstract

The research aimed to determine the impact of de marketing with its mix elements (de product, de promotion, de distribution, de pricing) on the purchasing decision of consumers of single-use plastic bags in Hama Governorate. The researcher used the descriptive approach and distributed 500 copies of questionnaires to a facilitated sample of plastic bag consumers in Hama Governorate. The researcher analyzed the data using the statistical analysis program (SPSS 28) . The researcher concluded that there is a statistically significant impact of all elements of the de marketing mix on the purchasing decision of consumers of single-use plastic bags in Hama Governorate. The research presented a set of recommendations, the most important of which are: Ensuring the use of De marketing to reduce the use of plastic bags within an integrated social, cultural and economic strategy.