Green marketing strategies and their role in supporting the international citizenship of organizations and sustainability.

 
 
 
This study seeks to monitor the green marketing strategies undertaken by IKEA Egypt, and to identify its role in supporting its international citizenship and the company’s sustainability. The study uses the theory of social responsibility of organizations, the theory of the green marketing strategies matrix, and the green marketing strategies model (Lazji Merden). The study relied on a descriptive survey approach, a sample of 200 individuals from the Egyptian public, and a questionnaire form to collect data and was applied in the period from 1/5/2024. Until 1/22/2024.
The most important results of the study were: IKEA’s green marketing strategies and their role in supporting the company’s international citizenship. The strategy of providing more sustainable products came in first place with a rate of (75.5%) agree, and the strategy of converting waste into resources came in second place with a rate of (73.0%). It bears its social responsibility at a rate of (63.0%), the strategy to reduce water waste came at a rate of (51.5%), and the low-carbon environment strategy came at a rate of (35.5%).