The Green Marketing Strategy in Selected Lubricant Sector in the Kingdom of Saudi Arabia and Its Implications to Corporate Organizational Growth

Proceedings of ‏The 4th International Conference on Business, Management and Economics

Year: 2020

DOI: https://www.doi.org/10.33422/4th.icbmeconf.2020.12.59

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The Green Marketing Strategy in Selected Lubricant Sector in the Kingdom of Saudi Arabia and Its Implications to Corporate Organizational Growth

Hosam Azat Elsaman, Rommel Pilapil Sergio

 

ABSTRACT: 

Corporate social responsibility has faced critical issues for many modern organizations, it mainly pushes to continue the commitment of enterprise towards ethical and moral value in terms of economic development while improving the overall quality of the organization. The research aims to address as to what extent adopting corporate social responsibility policies would improve organisational performance, other than focusing on the link as to how applying green marketing strategies in the field of lubricant in KSA can maximise the profitability of the company. Furthermore, the paper analysed the consumer’s perception of lubricant industry experts and end-users in KSA market toward the new green lubricants concept. The research methodology based on positivism philosophy with deductive approaches and descriptive design while the sampling techniques followed snowball and accessibility sampling frame with a total number of 176 respondents. Through quantitative method particularly through survey, the key findings of this research point to the supportive feedback from the consumer and industry experts in producing environmentally friendly products, and lastly, the discussion of the positive implications of green marketing strategies for the organization as the result of implementing CSR policies.

Keywords: Corporate social responsibility, value, ethics, moral values.