Mercy Murugi Njagi.

JOMO KENYATTA UNIVERSITY OF AGRICULTURE AND TECHNOLOGY.

Prof. Mike Iravo.

JOMO KENYATTA UNIVERSITY OF AGRICULTURE AND TECHNOLOGY.

Dr. Noor Ismail.

JOMO KENYATTA UNIVERSITY OF AGRICULTURE AND TECHNOLOGY.

CITATION: CITATION: Njagi, M. M., Iravo, M. & Ismail, N. (April, 2018). Role of green marketing on performance of manufacturing firms in Kenya: International Journal of Economics and Finance (IJEF), VOLUME 4 (IV), 59 - 75. ISSN 2105 6008.

ABSTRACT

Green marketing can be defined as the effort by a company to design, promote, price and distribute products in a manner which promotes environmental protection. The present day competition characterizing business environments coupled with increased demands for environmental sustainability has required that enterprises need to implement strategies to reduce the environmental impacts of their products and services and thus to establish their environmental image which demands that companies have to re-examine the purpose of their business. However, it is not just about being environment-friendly; it is about good business sense and higher profits. In fact, it is a business value driver and not a cost center. Green approach requires that manufacturers, suppliers, and customers within the supply chain work together to develop environmental solutions and monitor the implementation of those solutions. This study is about the role Green manufacturing on performance of manufacturing firms in Kenya. To achieve this, the research design to be used was a descriptive research approach combing both quantitative and qualitative research designs. The study used manufacturing companies that are members of the Kenya Association of Manufactures. This study used both primary and secondary data. Primary data was obtained through a questionnaire. Secondary data was obtained from KAM about the target population and the record of green initiatives and list and characteristic of manufacturers under the umbrella body. Data was analyzed by employing descriptive statistics and inferential analysis using statistical package for social science (SPSS). The data was then presented using frequency distribution tables, bar charts and pie charts for easier understanding. The study found out that; green marketing influenced performance of manufacturing firms in Kenya. The study recommends that; that the policy makers such as the Government of Kenya, Kenya Ports, Kenya Bureau of Standards and Kenya Association of Manufacturers should partner to ensure that policies that regulate manufacturing sector are harmonized. Keywords": Green marketing, environmental sustainability and performance of manufacturing firms. View Full PDF Version