Author(s): Hosam Azat Elsaman, Rommel Pilapil Sergio
Many modern organisations have faced critical issues in Corporate Social Responsibility (CSR). It pushes the enterprise to continue its commitment to ethical and moral values while improving the overall quality of the organisation. The research aims to find out as to what extent the adoption of CSR policies would improve organisational performance, and how the application of green marketing strategies in the lubricant sector in the Kingdom of Saudi Arabia (KSA) can maximise the profitability of the companies. Furthermore, the paper analyzed the perception of lubricant industry experts and end users in KSA toward the new green lubricants concept. The methodology is based on positivism philosophy with deductive approaches and descriptive design, while the sampling technique followed the snowball and accessibility sampling frame with 176 respondents. Through quantitative method, particularly survey, the key finding of this research is that consumers and industry experts support the creation of environmentally friendly products. The study also discusses the positive implications of green marketing strategies for the organisation as the result of the implementation of CSR policies.