Authors: Anis Ur Rehman
Addresses: Department of Management and Information System, College of Business Administration, University of Ha'il, PO Box: 2440, Ha'il, Saudi Arabia
Abstract: Green marketing is the marketing of those products that are presumed to be environmentally safe. With the threat of global warming, it is very important that green marketing becomes the norm rather than an exception. The present study looks into the awareness level of green marketing in the Ha'il region of Saudi Arabia. The objective of this research is to study the green values and buying behaviour of consumers in Saudi Arabia. Both secondary and primary data have been collected and analysed in order to investigate the research objectives. Exploratory research design and a quantitative research approach have been undertaken in this research study. This study will provide a valuable insight to both practitioners and theoreticians who want to understand environmentally conscious individuals. It will also help in developing a marketing strategy that persuades consumers to seek the value of collective gain over self-interest.
Keywords: green marketing; environmental marketing; green values; ecological marketing; green companies; environmental concern; environment friendly; green practices; green consumerism.
International Journal of Green Economics, 2017 Vol.11 No.2, pp.154 - 164
Available online: 03 Jan 2018 *Full-text access for editors Access for subscribers Purchase this article Comment on this article