The Impact of Sustainable Green Marketing on Enhancing the Strategis Competitive Advantage of Productive Families According to Vision 2030

Abstract

The research aims to identify the role of sustainable green marketing in enhancing the competitive advantage strategies of producing families in line with the Kingdom's Vision 2030. Where there has become a societal and economic necessity to update the concepts related to the production and marketing strategies of products from productive family projects in the Kingdom of Saudi Arabia. Considering that they are economic and social projects aimed at harnessing the capabilities and potentials of low-income family members, to produce small and medium-sized national entrepreneurial projects, transforming them from consumer families to productive families. To test the research hypothesis that there are no statistically significant differences at the level of (0.05) between the responses of the sample individuals, depending on the different strategies of competitive advantage for the products of family projects, the researcher used a descriptive survey method through a questionnaire directed to the target research community of all individuals and members of the family projects in the regions and governorates of Al-Qassim City to select the research sample using the stratified random sampling method. The research results demonstrated the possibility of green marketing for environmentally friendly products for producing families by understanding sustainable green environmental marketing initiatives through the innovation of products and services that ensure improved productivity and support differential and continuous competition to gain customer trust and open new markets. It recommended studying and analyzing the environmental impact of productive family projects early on during the increase in awareness of environmental systems and the development of concepts for preserving natural resources.