Greener Journal of Business and Management Studies Vol. 5 (1), pp. 037-046, March 2015
Manuscript Number: 021615030
The Impact of the Application of Green Marketing Criteria on Marketing Performance
Dr. Abdullah Mohammad Hersh, Dr. Abdelmo'ti Suleiman Aburoub, Dr. Mahmoud Mohammed zyood
1Al Balqa Applied University. Email: Abdullah.hersh @ gmail.com
2King Abdulaziz University-KSA. Email: emad75 @ hotmail.com
King Abd Alaziz university - KSA.
Corresponding Author’s Email: Abdullah.hersh @ gmail.com
Green marketing is one of the most important strategies which business organizations operate in order to gain consumers confidence on one hand, government’s confidence and others who are working to protect the environment on the other hand. The survival of organization in the market depends on its commitment to the standards of environmental protection and consumer from the damage that may arise from its work. Therefore, this study aims to identify the impact of the application of green marketing standards on the marketing performance of Rabigh Refining and Petrochemical Company (Petro Rabigh), and in order to achieve this goal, a questionnaire was designed and distributed to the management of Refining and Petrochemical Company (Petro Rabigh) at its all levels (upper, middle and lower) to take their opinions, analysis them and extract the results of the study. The study has reached a conclusion that green marketing is a criteria that has a strong and direct relationship in achieving an effective marketing performance, with the exception of profitability where the relationship was weak. Also, the standard of social responsibility has the greatest impact on the marketing performance of Refining and Petrochemical Company (Petro Rabigh). however, the least one was the standard of service. The study found that the impact of green marketing standards on the marketing performance with the existence of the four variables of organization's culture that became homogeneous and there were no differences in influence between them.
Keywords: Green marketing, marketing performance, the organization's Culture.
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