GREEN MARKETING STRATEGY AND SUSTENABLE BRANDING OF ECO PRODUCTS: A STUDY OF PLASTIC MANUFACTURING FIRMS IN RIVERS STATE

Abstract

The increasing demands for environmental protection globally instigatedthe production of sustainable brands. As consumer becomes more aware of environmental implication of consumptions, companies are beginning to direct their activities towards sustainable production which have competitive advantage. Thus, green marketing strategies remains tantamount to corporate entities’ survival. This study investigates the relationship between green marketing strategy and sustainable branding of eco products in Rivers State using bottled water manufacturing companies as a case. The study adopted quantitative research design using a survey method. A total of 107 subjects representing managing director, production manager, marketing manager, accountant and staff of bottled water manufacturing companies in Rivers state were surveyed through questionnaire administration. Four research questions were posed and eight hypotheses were tested. Data analysis was done using descriptive statistics of mean, standard deviation, Skewness and Kurtosis while inferential statistics of Multiple Regression was used to test the stated hypotheses on SPSS version 25. Results from the Multiple Regression analysis reveal a very strong significant linear relationship between green design, green positioning, funding green projects, green disposal and sustainable branding in the measures of brand recognition and competitive advantage. The study concludes that green marketing strategy positively relates with sustainable branding of Eco products in Rivers State, Nigeria. The study therefore recommends that: The bottled water manufacturing companies should apply green packaging with the use of degradablemanufacturing materials to reduce environmental hazards and stay competitive. Also, that the bottled water manufacturing companies in Rivers State should embark on regular green campaigns by educating consumers on the proper usage and disposal of their products. That the bottled water manufacturing companies in Rivers State should fund tree planting projects across the state and mobilize regularenvironmental sanitation exercises on our water ways. And finally, that the bottled water manufacturing companies in Rivers State should own waste recycling plants where their wastes will be recycled after retrieving them from the public.