Document Details

Document Type : Thesis 
Document Title :
DEVELOPMENT OF GREEN MARKETING STRATEGY FOR SAUDIA
تطوير استراتيجية تسويق خضراء للخطوط السعودية
 
Subject : Faculty of Engineering 
Document Language : Arabic 
Abstract : Green Marketing (GM) is a concept that refers to the process of marketing services or products based on its environmental performance or environmental benefits. Vision 2030 of Saudi Arabia emphasizes on green movement and most of the recent projects support the sustainability of green concept. Commercial airlines all over the world contribute significantly towards the environment. SAUDIA being one of the largest airlines in the region has to play an effective role towards green movement. Present study focuses on the development of green marketing strategy for SAUDIA. Questionnaire comprising of twenty-five questions were distributed online for the purpose of data collection. Likert- type scale was used to get responses from 700 participants, who were the staff members, customers and other stakeholders of SAUDIA. Statistical techniques of ANOVA, F-test, t-test and Chi-square test were used to carry out the analysis of data. Results revealed that the majority of the participants believe authorities and airlines should assume the responsibility to reduce the impact of aviation on the environment nevertheless this shouldn’t be accomplished by adding extra charges or limiting their choices. Results also revealed that there is a clear influence of age, gender and education on evaluation airlines’ activities toward the environment. In the developed strategy the airline should focus on green positioning where the airline reposition itself to be a green airline, then the airline should invest and develop the main four pillars which are green product, green place, green partnership, and green policy. Finally the airline should communicate all these initiatives to the stakeholders through green promotion activities. 
Supervisor : Dr. Ali Rizwan 
Thesis Type : Master Thesis 
Publishing Year : 1441 AH
2020 AD 
Added Date : Sunday, June 14, 2020 

Researchers

Researcher Name (Arabic)Researcher Name (English)Researcher TypeDr GradeEmail
زياد غازي الغانميAlghanmi, Ziad ResearcherMaster 

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