GREEN MARKETING INITIATIVES AND BUSINESS SUCCESS OF FOOD AND BEVERAGE FIRMS IN RIVERS STATE

Abstract

The study sought to establish the relationship between green marketing initiatives and business success of food and beverage firms in Port Harcourt. The study specifically focused on green innovation and green promotion in relation to the measures of business success (customer satisfaction and customer loyalty). The target population of the study comprised customers of twenty-nine (29) registered food and beverage firms in Port Harcourt. The data collection instrument was a questionnaire and quantitative data was used. The study used correlation to achieve the specific objectives. Analysis was conducted using SPSS version 21 and the findings indicated that green innovation and green promotion have a positive and significant relationship with customer satisfaction and customer loyalty. More so, the fifth analysis also showed that organizational factor as a moderating variable has significant relationship with green marketing strategies and business success of food and beverage firms in Port Harcourt. The study therefore concludes that with the increasing popularity of society’s environmental awareness and consciousness, environmental impact of activities of food and beverage industry as constituted an issue for concern hence green marketing becomes a business trend in this industry. It was therefore recommended amongst others that there is need that recognize the importance of green marketing potential in terms of trends, shaping customers’ behaviour, and add value to products and services by keeping abreast of global developments in product manufacturing sustainability.