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Green Marketing Practices and Organizational Sustainability in Corporate Firms in Rivers State

Author

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  • Anyahie, A. Azunwo

    (Lecturer, Department of Petroleum Marketing and Business Studies, Federal Polytechnic of Oil and Gas Bonny, Rivers State, Nigeria)

  • Nwachukwu, Precious Ikechukwu

    (Lecturer, Department of Petroleum Marketing and Business Studies, Federal Polytechnic of Oil and Gas Bonny, Rivers State, Nigeria)

  • Ebimie, M. Eleke

    (Lecturer, 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.

Suggested Citation

  • Anyahie, A. Azunwo & Nwachukwu, Precious Ikechukwu & Ebimie, M. Eleke, 2020. "Green Marketing Practices and Organizational Sustainability in Corporate Firms in Rivers State," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 4(7), pages 569-572, July.
    • Handle: RePEc:bcp:journl:v:4:y:2020:i:7:p:569-572
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