THE ROLE OF ENVIRONMENTAL GOVERNANCE IN STRENGTHENING THE MENTAL IMAGE OF THE ENTERPRISE - A FIELD STUDY ON A SAMPLE OF CONDOR PRODUCTS USERS IN AFLOU CITY (ALGERIA)
Environmental orientation has become prominent and important in the interests of enterprise, where it realized the need to include it in its various activities because of its many positive effects for the enterprise, the consumer and society as a whole. Accordingly, environmental governance has emerged, including a set of rules and regulations that determine how the enterprise is committed to its environment, which increases consumer confidence and improves its mental image. Therefore, this study aimed to identify the role of environmental governance in strengthening the mental image of Condor enterprise in Aflou city (Algeria) and found a statistically significant role for environmental governance (represented in the green marketing mix) of Condor enterprise in Aflou city in strengthening its mental image at the 5% level of significance, and the factor that has the biggest role is the "green product".
Keywords: Environmental Governance, Green Marketing, Mental Image, Condor Enterprise