Environmental Marketing Strategies and Business Success of Food and Beverages Firms in South-South, Nigeria

Abstract

The study investigated the relationship between Environmental marketing strategies and Business success of Food and Beverages Firms in South-South, Nigeria. 2 objectives, 2 research questions and 2 hypotheses were tested. The population of the study consists of seventy (70) registered food and beverage firms in south-south Nigeria. The research instrument was validated via face and content validity. The primary data source was adopted; copies of the questionnaire were distributed to the respondents in the frame of three (3) copies per firm. A total of two hundred and ten (210) copies of the questionnaire were distributed. The reliability of the instrument was tested using Cronbach Alpha. The data generated were analyzed using Spearman's rank order correlation coefficient and the regression analysis. The empirical results of the study revealed that green place showed a strong and significant relationship with business success of food and beverage firms South-South, Nigeria. Green advertising also showed a strong and significant relationship with business success of food and beverage firms in South- South, Nigeria. The study recommends that food and beverage firms in South-South, Nigeria should use environmental friendly distribution system so as to preserve the environment and increase their business success; food and beverage firms in South-South, Nigeria particularly those that are currently experiencing low business success should convert to green place as it would increase their level of business success and also food and beverages firms in South-South, Nigeria should take advantage of modern technology and practice green advertising as it would increase business success.

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