Abstract
Green marketing is now a topic of deep research and academic interest. Though the world over this topic is widely researched, there is paucity of literature in the Middle East in general, and Saudi Arabia in particular. The present study makes a modest attempt in finding out the perception of Saudi customers towards green marketing. The study also examines the relationship between the perception towards green marketing and various demographics. Results of the study point towards the gradual increase in the affinity of Saudi customers towards green marketing. The results also point towards no difference in perception towards green marketing based on the demographics. It was found that there existed a direct relationship between awareness about green marketing and green consumerism. The findings of the study have great practical application in this emerging filed.
| Original language | English |
|---|---|
| Pages (from-to) | 271-284 |
| Number of pages | 14 |
| Journal | International Journal of Applied Business and Economic Research |
| Volume | 15 |
| Issue number | 17 |
| State | Published - 2017 |
Keywords
- Demographics
- Green Awareness
- Green consumerism
- Green marketing
- Saudi Arabia