Exploratory Study on the Consumer’s Awareness of the Concept of Green Marketing in the Saudi Market

Abstract

The study dealt with an explanatory study about the extent to which the Saudi consumer understands the concept of green marketing in the Saudi market. As green marketing plays an important role in the social and ethical responsibility of marketing .One of the main hypothesis, is that, there is a follow up, and knowledge of the protective administrative means, followed by the company, and consumer's protection. The objective of the research is to identify the extent to which consumer awareness and understanding of the concept of green marketing, in protecting himself and the society. The descriptive and analytical statistical methodology has been followed to present the study data. The most important findings' are that the Saudi consumer has a high sense of responsibility towards the environment in general. Prioritizing their preferences to select products in purchasing decisions. The most important recommendations are to encourage consumers to adopt environmentally friendly values and culture through promotional messages directed at the consumer, by companies.