This study investigates the environmental perspective of sustainable marketing in Saudi Arabia, according to the current scenario. Several activities in connection with the development of sustainability towards environmental issues were under priority is being envisaged in Vision 2030 of Saudi Arabia. This study focuses on effective, sustainable marketing initiatives towards the environment to incorporate with businesses and community, in general, to help and protect the environment. A structured questionnaire was used for the study. Validity and reliability of the questionnaire were tested and found a Cronbach alpha value of 0.70. Item to item Correlation Analysis was made and found inter-item relationship. Further Analysis based on Mean, Median, Standard Deviation and t-test was done for this research with three major components. The results of this study revealed a positively significant relationship between environmental perspectives and sustainable marketing. But the t-test revealed no significance. There is no perceptual difference about environmental aspects of sustainable marketing among different demographic factors.
Volume 11 | 08-Special Issue
Pages: 2193-2202