EFFECT OF WASTE MATERIAL RECYCLING IN GREEN MARKETING ACTIVITIES IN THE SOFT DRINK INDUSTRY IN ABA, ABIA STATE

ABSTRACT

This research study was focused on the evaluation of the effect of waste material recycling in green marketing activities in the soft drink industry in Nigeria. 7up bottling company, Ogbor hill, Aba was sampled to know, among other beverage firms, how the level of adoption of the policy of waste material recycling in the soft drink industry. The method of data collection for this research was through the collection of primary data by using questionnaire and oral interview in which some members of the staff of the company were interviewed. The major analytical tools used in this study include the Spearman Correlation Coefficient R., t-test and difference of means were been used in testing the hypotheses formulated for this study. Also secondary method of data collection through reviewing written books, publications and magazines was used. Based on the findings made in the course of the study, it was recommended among other that, in order to promote marketing for green marketing it is an urgent need for organizations to identify customer’s environmental necessities and develop the products accordingly because the reaction of consumers should be considered in order to ensure that products in offer improve the quality of life of target.

TABLE OF CONTENTS

Title page                                                                                                 i

Declaration                                                                                               ii

Certification                                                                                             iii

Dedication                                                                                                                                         iv

Acknowledgement                                                                                    v

List of Tables                                                                                                                                    vi

Table of Contents                                                                                     vii

Abstract                                                                                                    x

CHAPTER ONE

INTRODUCTION

1.1     Background of the Study                                                               1

1.2     Problem Statement                                                                         3

1.3     Objectives of the Study                                                                  4

1.4          Research Questions                                                                        4

1.5     Research Hypotheses                                                                     5

1.5          Scope of the Study                                                                         5

1.7     Significance of the Study                                                               5

CHAPTER TWO

REVIEW OF RELATED LITERATURE

2.1     Evolution of Green Marketing                                                                 6

2.2         Conceptual Framework                                                                                                               8

2.3         Challenges in Green Marketing                                                                                                13

2.4     Strategies to be Executed for Green Marketing                                       15

2.4.1  Life Cycle Analysis of Green Marketing                                                 16

2.5     Impact of Green Marketing Practice Implementation

on the Business Functions                                                                       18

2.5.1  Demographic Influences Regarding Green Marketing

Business Practice Implementation                                                           19

CHAPTER THREE

RESEARCH METHODOLOGY

3.1     Research Design                                                                                      21

3.2     Population of Study                                                                                 21

3.3     Determining the Sample Size                                                                  21

3.4     Sources of Data                                                                                        22

3.5     Method of Data Analysis                                                                         22

3.6     Model Specification                                                                                 22

CHAPTER FOUR

4.1     Data Presentation of Analysis                                                        24

4.2     Test of Hypotheses                                                                         25

4.3     Discussion of Findings                                                                  34

CHAPTER FIVE

SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS

5.1     Summary of the Findings                                                               36

5.2     Limitations of the Study                                                                37

5.3     Areas of Further Research Interest                                                38

5.4     Conclusion                                                                                     38

5.5     Recommendations                                                                          39

REFERENCES

APPENDIX

LIST OF TABLES

Table 4.1:    Data Source and Validity                                                    24

Table 4.2:    Effect of Waste Material Recycling in Profit                      26

Table 4.3:    Waste Material Recycling and Corporate Reputation   28

Table 4.4:    Green Marketing and Environmental Friendliness                      31

Table 4.5:    Green Marketing and Competitive Advantage                      33

CHAPTER ONE

INTRODUCTION

1.1     Background of the Study

According to Business Dictionary, Green Marketing represents the Promotional activities aimed at taking advantage of the changing consumer attitudes toward a brand. These changes are increasingly being influenced by a firm's policies and practices that affect the quality of the environment, and reflect the level of its concern for the community

According to the American Marketing Association, (2007) green marketing is the marketing of products that are presumed to be environmentally safe. The green marketing has evolved over a period of time.

Green marketing includes a wider range of organizational activities, such as; product modification, changes to the production process, packaging changes and delivery changes, and more (Polonsky, 2007). Srinivasa (2013) thinks that" Green Marketing" refers to holistic marketing concept wherein the production, marketing consumption an disposal of products and services happen in a manner that is less detrimental to the environment with growing awareness about the implications of global warming, non-biodegradable solid wastes, harmful impact of pollutants etc., both marketers and consumers are becoming increasingly sensitive to the need for switch in to green products and services. Pride and Ferrell (1993) say that green marketing, also alternatively known as environmental marketing and sustainable marketing, refers to an organisation’s efforts at designing, promoting, pricing and distributing products that will not harm the environment.

Green marketing refers to the process of selling products and/or services based on their environmental benefits. Such a product or service may be environmentally friendly in it or produced and/or packaged in an environmentally friendly way.

The obvious assumption of green marketing is that potential consumers will view a product or service's "greenness" as a benefit and base their buying decision accordingly. The not-so-obvious assumption of green marketing is that consumers will be willing to pay more for green products than they would for a less-green comparable alternative product - an assumption that, in my opinion, has not been proven conclusively.

While green marketing is growing greatly as increasing numbers of consumers are willing to back their environmental consciousnesses, it can be dangerous. The public tends to be skeptical of green claims to begin with and companies can seriously damage their brands and their sales if a green claim is discovered to be false or contradicted by a company's other products or practices. Presenting a product or service as green when it's not is called green washing.

1.2     Problem Statement

Waste and recycling focuses on waste and the reduction of waste through recycling. Some companies’ green strategies include: repositioning products without changing product composition; modifying existing products to be less environmentally harmful; modifying the entire corporate culture to ensure that environmental issues are integrated into all operational aspects; and the formation of new companies that target green consumers only produce green products. Green product attributes may be environmentally sound processes, responsible product uses, or product elimination, which consumers compare with those possessed by competing conventional products.

With the increasing human population the needs for the people also increases. But the point of concern is that are there enough natural resources to service all your needs. What if these resources finish, this is one thing we need to ponder upon. We need to start recycling waste to converse our natural resources. Recycling is simply the process of reusing the items from which utility can still be derived. It is important to recycle waste so that you can at least converse some of our natural resources for our generations to come.

1.3     Objectives of the Study

The broad objective of this work is to evaluate the effect of waste material recycling in green marketing of soft drinks in Nigeria, the specific objective will be to;

      i.         determine impact of waste material recycling in corporate profitability

    ii.         determine the impact of waste material recycling in corporate reputation

  iii.         determine the extent to which waste material recycling enhance environmental friendliness

  iv.         estimate the level of adoption of the policy of waste material recycling in the soft drink industry.

          1.6          Research questions

      i.         To what extent does of waste material recycling impact in corporate profitability?

    ii.         Does waste material recycling enhance corporate reputation significantly?

  iii.         How does waste material recycling influence environmental friendliness?

  iv.         To what extent does the adoption of the policy of waste material recycling applicable in the soft drink industry?

1.5     Research Hypotheses

HO₁: Waste materials recycling have no significant effect on corporate profitability of the soft drink industry

HO₂: Waste materials recycling have no significant effect on corporate reputation of the soft drink industry.

1.6     Scope of the study

This study covers the waste recycling in green marketing in the soft drink industry.

          1.7          Significance of the study

The study will help the soft drink industries in making decisions on the importance of waste material recycling.

It will help to create awareness to consumers on the latest product that is invoke

It will also enable the general public to be attracted on a particular product that through the green marketing of that product.

The study will also create literatures on waste recycling in green marketing of the soft drink industries that could be used for future reference by upcoming researchers and academicians.

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