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Green Product Strategy and Business Success of Food and Beverage Firms in Port Harcourt, Rivers State, Nigeria

Prof. Harcourt Horsfall , Nwilegbara Meesua Foreign

Abstract

This study examined the relationship between green product strategy and business success of food and beverage firms in Port Harcourt, Rivers State. Specifically, the study investigated how eco-product packaging relates to customer satisfaction and customer loyalty. The study adopted a correlational survey research design. The population comprised 30 food and beverage firms in Port Harcourt, from which 90 copies of a structured questionnaire were administered to managerial staff. Seventy-four valid responses were retrieved and analyzed using the Pearson Product Moment Correlation with the aid of SPSS version 27.0. The findings revealed that eco-product packaging has a strong positive and significant relationship with customer satisfaction and customer loyalty. The study concludes that the adoption of eco-friendly packaging strategies significantly enhances business success by improving customers' satisfaction and strengthening their loyalty. Consequently, firms that invest in environmentally sustainable packaging are more likely to achieve long-term competitive advantage and stronger market performance. The study recommends that food and beverage firms should prioritize environmentally friendly packaging materials, integrate sustainability into their product development strategy, and effectively communicate their environmental initiatives to customers to strengthen customer satisfaction and loyalty.

Keywords

Green product strategyeco-product packagingcustomer satisfactioncustomer loyaltybusiness successfood and beverage firms.

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