Green Marketing and Its Relationship to the Purchase Decision: An Empirical Study on Students from King Abdul Aziz University in Jeddah

Abstract

ABSTRACTEnvironmental crisis that our world faces, are the motive to many countries, institutions and individuals to support and innovate policies and programs which protect the environment, preserve and sustain it. Bad marketing practices are one of these crises that harmed the environment from one side and the costumer in another side. In response to these considerations, green marketing appeared in the beginning of nineties decade of the last century as a solution to this crisis.This research aims was informing consumers about green marketing, evaluating their environmental awareness, identifing factors affecting when making a purchase decision, and eliciating useful recommendations and proposals.Students of King AbdulAziz University at Jeddah were considered to determine if they considered green marketing when they made purchases. Of the 383 surveyed students, 46.6% became aware of green marketing through the distributed survey while 15.6% heared about it through television and15.6% through internet. When asked about the extent of awareness of green marketing (not aware, low awareness, medium awareness or high awareness), 40.7% replied that they have low awareness. Statistical tests showed that there was correlation between gender and level of study of consumer and green marketing awareness. It also showed that there was no correlation between age and income and green marketing awareness. The respondents had positive trend throw buying green products,the pollution of the environment and Rationalization of consumption. This implies businesses can use green marketing to promote their products. It also implies a bright future for green marketing if there were efforts to increase awareness.Keywords: Green marketing, environmental consumner behavior, environment purchase decision.GENERAL FRAMEWORK FOR THE RESEARCH:RESEARCH PROBLEM:With the spread of globalization and the emergence of consumer protection associations and environmental awareness, organizations have sought to improve the marketing mix for their products and re-design of the product in line with the needs and desires of customers, through product development, the search for alternative materials and safe during the manufacturing process and the ability to recycle products after use in order to preserve the environment (Smadi, 2006).In spite of these developments regarding environmental awareness regionally and globally, but we note that most people continue on the consumption patterns of non-environmentally friendly that could have negative consequences caused by the inefficiency of manufacturing operations, such as buying some of the electrical and electronic appliances, which comes out electromagnetic radiation harmful to human health.Hence this study to measure consumer awareness of the concept of green marketing, and find out the extent of the impact of this concept on the consumer when making a purchase decision.Research Hypotheses:1. There is no statistically significant relationship between the concept of green marketing when the consumer making a purchase.2. There is no statistically significant relationship between the concept of green marketing and consumer genus.3. There is no statistically significant relationship between the concept of green marketing and the age of the consumer.4. There is no statistically significant relationship between the concept of green marketing and qualification of the consumer.5. There is no statistically significant relationship between the concept of green marketing and consumer income.RESEARCH OBJECTIVES:1. To define consumer green marketing.2. To evaluate environmental awareness among consumers when making a purchase decision process.3. To identify the most important factors influencing the decision to buy green products.THE IMPORTANCE OF RESEARCH:1. This research to shed light on an important concept in the new science of marketing is the concept of green marketing, which aims to protect the environment from pollution and consumers from fraud and deception. …

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