The Impact of Green Marketing Strategies on Marketing Performance of Small and Medium-Sized Restaurants in Saudi Arabia

Abstract

The aim of this study is twofold. First, to explore the extent to which family style local restaurants adopt green marketing strategies; lean green, defensive green, shaded green, and extreme green. Second, to examine the effects of these strategies on marketing performance. The study is driven by a cross-sectional survey-based design. A literature-driven questionnaire was designed, explored, confirmed and hence validated prior to data gathering. It consisted of two sections; the first one collects data on green marketing strategies while the second one gathers data on marketing performance. The population of the study consists of all managers of Small and Medium-Sized restaurants in Jeddah. A random sample was selected from the study population consists of knowledgeable informants, e.g., managers. A total of 300 managers were identified, so 300 questionnaires were handed. Two-hundred and thirteen questionnaires were returned with response rate of 71%.The results revealed that family style restaurants use green marketing strategies in varied degrees. The most adopted strategy is lean green marketing strategy with a high degree, followed by shaded green, defensive green with a moderate degree and finally extreme green with a low degree. Finally, the results indicated that lean green marketing strategy was the most influential strategy on marketing performance, followed by shaded GMS. The other two green marketing strategies had no significant effect on marketing performance.