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.
Highlights
Since the beginning of the sixties of the last century, the world began to express great concern and anxiety about environmental issues, which are of concern to the entire humanitarian community
Green marketing is about the commitment of business organizations, to deal with environmentally friendly goods, that are harmless to society and the natural environment and to carry out marketing activities within the framework of strong commitment to environmental responsibility, and within specific controls to ensure the preservation of the natural environment
Green marketing revolves around the commitment of business organizations to deal with environmentally friendly goods and to carry out marketing activities within the framework of the commitment to environmental responsibility and within specific controls to ensure the preservation of the natural environment and not to harm it (Mohammad, 2014)
Summary
Since the beginning of the sixties of the last century, the world began to express great concern and anxiety about environmental issues, which are of concern to the entire humanitarian community. This concern grew significantly in subsequent years, despite global technological advances and the entry of the third millennium. Green marketing is about the commitment of business organizations, to deal with environmentally friendly goods, that are harmless to society and the natural environment and to carry out marketing activities within the framework of strong commitment to environmental responsibility, and within specific controls to ensure the preservation of the natural environment. Green marketing companies have a responsibility to develop customers' environmental awareness through the products, and promotions accompanying their products, so that these customers can deal with benefits resulting from the use of those products for themselves, or the environment in general, or even to ascertain those benefits, especially if they have ideas and prejudices about green marketing
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