Abstract

Objectives: The study aims to measure the impact of green digital marketing on raising awareness among pilgrims and umrah performers about sustainable environmental practices through an applied study on the Hajj and umrah system. Methods: The descriptive analytical method was used, and the SPSS program was employed to analyze the data. The study population consisted of all employees working within the Hajj and umrah system in the city of Mecca. The study adopted a random sampling method, with responses collected from 120 participants. Results: The findings revealed a statistically significant effect of the combined dimensions of green digital marketing-namely sustainable packaging, sustainability promotion, support for environmental organizations, transparency and credibility, and green technology- on enhancing environmental awareness among Hajj and Umrah pilgrims. Conclusions: The study recommended adopting a comprehensive national framework for green digital marketing in the Hajj and Umrah sector and developing a unified multilingual digital campaign to be launched across official platforms. The campaign should integrate the objectives of Islamic Sharia with the principles of environmentally sustainable behavior, thereby supporting the goals of Saudi Vision 2030.