This study appraised the effect of green marketing on sustainability of brewery firms in Nigeria using the South-East geo-political zone of Nigeria as the study area. Specifically, it sought to ascertain the extent green product; green price; green placement; and green promotion on the sustainability of breweries. The study was hinged on diffusion of innovation theory. Descriptive survey design using a sample size of 324 was adopted. Primary data used for the study were sourced with structured questionnaire, and analyzed in frequency tables and percentages, and multiple regression analysis for testing the hypotheses. The study found all the constructs of the study: green product, green price, green place (distribution), and green promotion to be significantly and positively related to sustainability of breweries in South-East of Nigeria. It concluded that green marketing significant positive effect on sustainability of breweries in South East of Nigeria. The study recommended that breweries in South-East Nigeria, and the broader Nigeria should sustain their environmental responsibilities and pay more attention to related issues so as to maintain their company sustainability.
Green marketing is appreciated for being the marketing of products that are presumed to be environmentally safe. This new concept which aims to modify and improve the behavior of consumers is widely discussed these days with a primary purpose of environmental protection. The intention of this study was to investigate the relationship between consumer’s behavior and the associated environmental problems and green marketing challenges. Data analysis produced from a consumer survey in Lebanon testing the socio demographic and the external factors affecting the customer behavior, demonstrated a high level of awareness toward the importance of protecting the environment and its resources, additionally, it showed a great responsibility from the part of the Lebanese consumers who expressed their willingness to behave in a responsible manner through their involvement in ecological actions.
This current research study finds out the impact of different types of determinants/predictors on the consumer purchase intention of consumers in Sargodha city. And also theoretical representation is planned & depending on pragmatic authentication by make the use of a analysis. The study consequences obtained in one of the Pakistan’s city (Sargodha) offer logical hold used for the soundness Of a planned representation/model. Exclusively the result obtained from correlation & Simple linear regression subsequently multiple Regression analysis validate the impact of consumer satisfaction, environmental protection, consumer awareness and consumer behavior on consumers purchase intention. The in order, also seem to affect consumer purchase intention while the current conclusion give a superior appreciative of the procedure and considerable previous circumstances of consumer purchase intention. It is considerable moderate function of customer satisfaction variable into consumer’s practice. While the conclusion propose with the aim of respondent has a highly optimistic approach on the subject of GREEN product & be prepared on the way to obtain Green products added frequently, however The product’s price & superiority is apprehensive, Green product have to present competitivelly immediately similar to the customary products. This cram also discuss How the current result might assists the government of Pakistan & green Marketer in the direction of regulate their programs related to environment.
GREEN MARKETING AND ITS IMPACT (Published)
Green marketing, also known as Environmental marketing or Ecological marketing, includes all the marketing activities of the firm, starting from conceiving the product idea to the actual sale of the product, which are designed with the objective to either create a positive impact or reduce the negative impact of its products on the environment. This is done in order to cash in on growing customers’ concern about environmental degradation. Simply stated, green marketing sells the idea of relatively superior environmental characteristics of a company’s product and service offerings.
Investors Behaviour towards Green Marketing (Environmental Friendly) Activities of Firms in Pakistan (Published)
This paper aims to find that whether investors’ demographics have an impact on their investment preferences? Also whether Pakistani investor’s green marketing preferences have an impact on their company related preferences. Factor Analysis, AHP, ANOVA and Regression analysis are applied. The findings suggest that Green marketing practices are becoming one of the most important parts of businesses all over the world. Same is the case with businesses in Pakistan. Like all other practices, green marketing practices also need to incur cost to be performed. Thus companies have to justify these costs with its returns. One of the major groups of stakeholders’ is the investors of company, whose primary focus is upon the financial gains and losses of business. In most of the countries, investors are optimistic about green marketing practices and they respond positively for such practices. Results show that investors’ investment preferences vary with their varying demographics. Green marketing concerns become more important when they become more educated and when they grow old. It is also found that investors who prefer green concerns not only prefer firm’s image and its environmental performance but they also give importance to the financial performance of the company. Pakistani investors are dedicated towards their environment and they prefer to invest in those companies that are environmental friendly.