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This research is aiming at investigating the factors affecting the adoption of green marketing in food industry companies in Saudi Arabia and the level of their adoption of green marketing concept. Four factors are examined: environmental protection legislation, shortage of natural resources, consumer behavior, and attitudes of senior management toward green marketing. To achieve the research objectives, four hypotheses have been developed and empirically tested using descriptive and inferential statistics method. Data was collected by administering a questionnaire to a sample of (70) companies operating in food industry in Jeddah, Saudi Arabia. Hypotheses testing results show a statistically strong relationship between all independent variables and adoption of green marketing by food companies except the variable of consumer behaviors, it has no significant relationship with the adoption of green marketing. In addition, results show a low level of adoption of green marketing in four marketing mix dimensions by Saudi food companies.

Factors Affecting the Application of the Concept of Green Marketing: An Empirical Study in Saudi Food Industry Companies