This paper is published in Volume-5, Issue-6, 2019
Area
Green Magketing
Author
Ziad Alghanmi
Org/Univ
King Abdulaziz University, Jeddah, Saudi Arabia, Saudi Arabia
Pub. Date
04 December, 2019
Paper ID
V5I6-1186
Publisher
Keywords
Green Marketing, Marketing, Green, Environment, Aviation, Airline

Citationsacebook

IEEE
Ziad Alghanmi. Development of green marketing strategy for an airline in Saudi Arabia, International Journal of Advance Research, Ideas and Innovations in Technology, www.IJARIIT.com.

APA
Ziad Alghanmi (2019). Development of green marketing strategy for an airline in Saudi Arabia. International Journal of Advance Research, Ideas and Innovations in Technology, 5(6) www.IJARIIT.com.

MLA
Ziad Alghanmi. "Development of green marketing strategy for an airline in Saudi Arabia." International Journal of Advance Research, Ideas and Innovations in Technology 5.6 (2019). www.IJARIIT.com.

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 the green movement and most of the recent projects support the sustainability of the green concept. Commercial airlines all over the world contribute significantly to the environment. The airline in our research is being one of the largest airlines in the world has to play an effective role in the green movement. The present study focuses on the development of green marketing strategies for the airline. A questionnaire comprising of twenty-five questions was 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 the airline. 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 are not willing to participate either financially or by limiting their choices to reduce the impact of aviation, authorities, and airlines should take the responsibility and do more to reduce the impact of aviation on the environment. Results also revealed that there is a clear influence of age, gender, and education on evaluation airlines’ activities toward the environment, but there is no influence of management level, frequent traveling or aviation background on evaluating these activities. The basis of the developed strategy is green positioning where the airline repositioned 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.
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