Green Marketing Practices and Organizational Sustainability in Corporate Firms in Rivers State
- August 15, 2020
- Posted by: RSIS
- Categories: IJRISS, Marketing
International Journal of Research and Innovation in Social Science (IJRISS) | Volume IV, Issue VII, July 2020 | ISSN 2454–6186
Green Marketing Practices and Organizational Sustainability in Corporate Firms in Rivers State
Anyahie, A. Azunwo1, Nwachukwu, Precious Ikechukwu2, Ebimie, M. Eleke3
1,2Lecturer, Department of Petroleum Marketing and Business Studies, Federal Polytechnic of Oil and Gas Bonny, Rivers State, Nigeria
3Lecturer, Department of Education, University of Africa, Toru-Orua , Bayelsa State, Nigeria
Abstract: This study examines the impact of green marketing practices on organizational performances. Adopting a descriptive and quantitative design. The study used a structured questionnaire to obtain data from 162 marketing managers and brand ambassador of different organization in Rivers state. Statistical package for social sciences (SPSS) version 23.0 was utilized for data analysis. Findings from the study revealed that organizations who strategically carry-out green marketing practices by producing and making available green products and services enjoyed high probability and sustained business performance in the market than their competitors, as consumers are beginning to be environmentally conscious and sensitive to green products and services, which gives them extra value and satisfaction, organizations are also realizing the need to embrace green business culture in order to continue to provide customers and consumers with desired value. It was recommended among other things that organizations should adopt and see green marketing practices as a business norm and part of their corporate social responsibility.
Keyword: green marketing, green product, organization
I. INTRODUCTION
The rate of environmental degradation to natural environment in recent years is giving the society much concern than ever. Most of the environmental degradations are as a result of mass production, mass consumption and mass marketing of environmentally irresponsible products. This has cause organizations to strategically make some modifications to their behavour as a way of addressing the new concern of the society.
In the past few eras, consumers have become progressively attentive to social and ethical considerations in areas such as energy consumption, animal husbandry, and trade (Chen, 2001). This increased concern and feeling of concern for society has led to remarkable growth in the worldwide market for environmentally friendly products (Chung, 2008). The need for sustainable business practices by corporations around the world is identified to be a result of overall increase in the consumer awareness of lack of environmental protection and social inequities. Over the last decade environmentalism has emerged to be a vital aspect due to increasing issues related to acid rains, depletion of the ozone layer, and degradation of the land and many more pressing environmental issues (Janssen & Jager, 2002).
