The effectiveness of digital green marketing campaigns directed at women and their relationship to the level of environmental awareness.” (Her Golden Hand campaign - an example)

 
 
The study summarizes the effectiveness of digital green marketing campaigns directed at women and their relationship to the level of environmental awareness, in light of studying the extent to which women accept and use digital green marketing campaigns directed at them as a primary source for obtaining information regarding green urbanization. In addition to studying the methods and techniques that are employed through these campaigns to influence women’s attitudes towards going green, the “Golden Hand Women” initiative comes within the framework of the national strategy for sustainable development “Egypt 2030”, and aims to change behaviors, spread environmental awareness, and encourage women to participate. In preserving the environment and natural resources; To ensure its sustainability; To preserve the rights of future generations. Therefore, there was a need for the “Her Golden Hand” campaign to spread environmental awareness and urge women to recycle palm waste by establishing income-generating projects to meet the needs of their families. It also aims indirectly to support a heritage craft for which Fayoum Governorate is famous, in addition to reducing emissions resulting from burning palm waste.
The researcher used the Technology Acceptance Model.
Methodological procedures for the study:
Type of study: This study belongs to descriptive studies. Study methodology: The researcher relied on the survey method
Study sample: The electronic questionnaire form was applied to a deliberate sample of Egyptian women from Fayoum, who were exposed to digital green marketing campaigns related to green urbanization for women. They numbered (300 Egyptian women) from Fayoum Governorate - representing all the demographic characteristics of Egyptian women in terms of each of the age groups. The educational level and the social and economic level, in the period from 10/1/2023 until 12/15/2023.
Study sample: Communicator: A sample of (Her Golden Hand Campaign) officials aiming to learn methods for planning digital green marketing campaigns.
The most important findings of the study:
- The study showed the extent of the study sample’s respondents’ interest in the “Her Golden Hand” campaign to a great degree (80%) compared to a moderate degree (20%) of the total study sample. Social media platforms also came in first place for following up on the campaign.
- It shows the extent to which the study sample respondents evaluated the Golden Hand campaign, as the following came in first place: (The Golden Hand campaign contributed to my knowledge of the crafts found in Fayoum Governorate) and (The Golden Hand campaign helped the work of Egyptian women to contribute to the economic growth of the state) and (I advanced The Golden Hand campaign is an image of the original woman, daughter of the country), (The Golden Hand campaign has increased my knowledge of products that are recycled to preserve the environment), (The information provided in the Golden Hand sentence has high credibility), and (The personalities who appeared in the Golden Hand campaign have a great influence on the campaign) (95.55%) with an average of (2.86)
- The extent of interest in the content of the media messages for the “Her Golden Hand” campaign appeared in first place with the phrase “in which their artistic skills develop on various innovative designs for products,” followed by “the campaign’s messages attracted my attention to the role of women in preserving the environment,” and then “manufacture of innovative, friendly household products.” For the environment), finally (I felt concerned about the consequences of the environmental problem).
The study highlighted the importance of measuring the effectiveness of awareness campaigns, as it helps to evaluate the effectiveness of the campaigns and determine the extent of their success in achieving the desired goals, which includes the importance of evaluating the results that have been achieved, such as increasing awareness, changing behavior, increasing participation and interaction, which in turn will lead to improving future campaigns. By identifying strong and weak points, determining the methods and appeals that work best, as well as the optimal use of financial and human resources, which works to improve the level of transparency by clarifying the campaign’s achievements and results and comparing them to the set goals, and this enhances confidence between institutions and the campaign’s target audience.
- The quality of the information provided was evident through the content of the campaign’s media messages to increase environmental awareness among the female respondents in the study sample, through the development of their artistic skills on various innovative designs for products, and the role of women in preserving the environment and manufacturing innovative environmentally friendly household products attracted my attention, in addition to Teaching women different packaging mechanisms, sealing products with high quality, and raising the ability and skill of women to enable them economically to manage successful environmentally friendly projects. Finally, I felt concerned about the consequences of the environmental problem (88%) with an average of (2.64) towards a large extent.
- The expected benefit from the media messages of the Her Golden Hand campaign in increasing environmental awareness among the respondents of the study sample, through the diversity of messages in the campaign, increases our awareness of the nature of the problem and methods of solution. I see that I have an effective and fundamental role in preserving the environment and the economic empowerment of women helps them change their lives for the better. (94.67%) with an average of (2.840), in addition to the fact that our daily behaviors are factors affecting the environment, whether negatively or positively. Finally (we are facing a global environmental problem).
- It was shown how easy it was to use the media messages of the Her Golden Hand campaign to increase environmental awareness among the female respondents in the study sample, as the female respondents emphasized (learning how to recycle waste) and (learning how to integrate them into the labor market) in addition to (the ease of using electronic platforms to market their work, as well as the contribution The campaign aims to raise women’s capabilities and skills to enable them economically to manage environmentally friendly projects characterized by innovation and artistic sense. Finally, (empowering working women to recycle date palm waste and produce innovative, environmentally friendly household products).
- The extent of the behavioral intention of the study subjects after exposure to the media messages of the Her Golden Hand campaign was revealed through (Helping women achieve economic empowerment), followed by (I will adopt the ideas presented by the campaign) and then both the phrases (I will implement behaviors that help preserve the environment) and (I will help In spreading the culture and behaviors of preserving the environment) and the phrase (I will direct those around them to the behaviors mentioned in the campaign), and finally (I will help women innovate and recycle waste).