The role of the green marketing campaigns in raising environmental awareness among the Saudi audience towards environmental risks: A field study in view of the “Green Saudi Arabia” initiative

Author

Mass Communication department, King Saud university, KSA

Abstract

This study aimed to identify the role of the Green Saudi Initiative in raising environmental awareness among the Saudi public. It falls under descriptive studies, employing a sample survey method. Accordingly, a questionnaire was administered to a purposive available sample of 400 Saudi individuals who actively follow green marketing campaigns in general, using the environmental awareness model. The study yielded several important findings, most notably that environmental campaigns significantly contributed to raising environmental awareness at all levels. In terms of cognitive awareness, the results showed that the Saudi public has become more aware of environmental issues. Regarding emotional impacts, the findings indicated that the campaigns played a pivotal role in fostering positive feelings towards the environment, with respondents feeling a greater sense of responsibility toward environmental issues. In terms of promoting positive environmental behaviors, the results revealed that the public became more inclined to adopt positive environmental practices after following green marketing campaigns. The findings also highlighted a statistically significant correlation between the respondents' attitudes towards green marketing campaigns and the levels of awareness (cognitive, affective, and behavioral) resulting from their exposure to these campaigns, as well as a statistically significant correlation between the respondents' trust in green marketing campaigns and the awareness levels generated by following them.

Keywords

References

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