Enviropreneurial Marketing Strategies on Sustainability of Cement Industry in Kenya

Cement manufacturing, distribution and use are associated with numerous environmental concerns that have a bearing to the business continuity and sustainability. Over time, the aspect of environmental conservation and management has become a critical business factor in the eyes of stakeholders and customers alike and thus influencing the performance of cement firms in Kenya. This study sought to establish the role of enviropreneurial marketing strategy to cement business performance in Kenya. The study adopted a pragmatism approach philosophy, acknowledging the real problems related to the industry practice and seeking to contribute practical solutions for future practice. Considering that only eight cement firms operate in Kenya, the study adopted the entire eight number firms as the sample size and sample population. Qualitative descriptive research design guided this research which purely relied on secondary data sources from previous research, published journals, information on companies’ website and published newsfeeds. The results revealed numerous efforts into enviropreneurial marketing strategies at varying degree from firm to firm. Further the results established a relationship between implementation of EM strategies to business performance, with Bamburi cement leading in EM efforts linked to its better performance in the market. Although the study acknowledged a number of challenges with EM strategies, there are revealed opportunities available for exploitation by cement firms in Kenya for improved performance. To achieve more realistic findings, the study recommends a future consideration of primary data sources for perceived reduction of biases imported from secondary data sources.