Effect of Green Marketing Strategies on the Performance of SMES in Selected State in North Central Nigeria

Abstract

The growing customer demand for sustainable goods and services as well as growing environmental concerns, had made green marketing strategy become increasingly important. Since small and medium-sized enterprises (SMEs) have made a substantial contribution to the global economy, it is critical to comprehend how green marketing techniques affect their operations. The study's goal is to investigate the effects of green marketing techniques on SMEs' performance in a particular North Central Nigerian state. The objective was to examine sale of good quality products and services, relationship between customer’s awareness and perception on sustainability initiative among others. The quantitative approach was used for the study. To choose the 373 SMEs from the chosen state in North Central Nigeria who would be study participants, a multi-stage selection technique was employed. The collected data were subjected to an inferential statistical approach for descriptive analysis on the effects of green marketing tactics on stakeholder perceptions, better stakeholder overall company performance, and environmental impact measurements. Results indicate that, among other things, sales of high-quality goods and services, SMEs' corporate image, customer satisfaction, and sustainability performance, as well as environmental impact measurements in green marketing strategy, have a positive and significant

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