GREEN MARKETING AS A PROACTIVE POLICY FOR COMPETITIVENESS STUDY OF FIRMS IN THE BEVERAGE INDUSTRY IN NIGERIA

TABLE OF CONTENTS

Title Page   -         -         -         -         -         -         -         -          -         -         i

Table of Contents -         -         -         --        -         -         -          -         -         ii

CHAPTER ONE

1.1    Background to the study-   -         --        -         -         -     -         -         1

1.2    Statement of problem-       -         -         -         -         -     -         -         2

1.3    Objectives of the study-     -         --        -         -         -     -         -         3

1.4    The research Questions-    -         --        -         -         -     -         -         3

1.5    Research hypotheses-         -         --        -         -         -     -         -         4

1.6    Significant of the study-     -         --        -         -         -     -         -         4

1.7    Scope of the study-  -         --        -         -         -         -     -         -         4

1.8    Limitations of the study-    -         --        -         -         -     -         -         5

1.9    Definition of Terms-          -         --        -         -         -     -         -         6

CHAPTER TWO

2.1 Conceptual Framework-       -         --        -         -         -          -         -         7

2.2 Green Marketing and Corporate Social Responsibility -          -         -         8

2.3 Green Marketing strategies- -         --        -         -         -          -         -         9

2.4 Green Consumer behavior-  -         --        -         -         -          -         -         11

2.5 Beverage Marketing- -         --        -         -         -         -          -         -         12

2.6 Material Recycling in Green Marketing-  -         -         -          -         -         12

2.7 Green marketing as a Competitive Tool   -         -         -          -         -         13

2.8 Misconceptions of the Concept of Green Marketing    -          -         -         14

2.9 Green Marketing in the Developing Economy (Nigeria)          -         -         15

2.10 Government Regulatory Policies and Green Marketing          -         -         16

SECTION THREE

3.1 Research Design-       -         --        -         -         -         -          -         -         17

3.2 Area of study-  -         --        -         -         -         -         -          -         -         17

3.3 Sources of Data and Method of collection          -         -          -         -         17

3.4 population of the study-       -         --        -         -         -          -         -         18

3.5 sample procedure and sample size -         -         -         -          -         -         18

3.6 Validity of the research instrument          -         -         -          -         -         18

3.7 Reliability of the research instrument      -         -         -          -         -         18

3.8 Method of Data analysis      -         -         -         -         -          -         -         19

3.9 Model specification-  -         --        -         -         -         -          -         -         19

REFERENCES                                                                                                                                                   

CHAPTER ONE

INTRODUCTION

1.1    Background to the Study

This research study will be on green marketing as a pro-active policy for competitiveness study of firms in the beverage industry in Nigeria. It has been a well known fact that Green marketing is the marketing of products that are presumed to be environmentally preferable to others. According to Hawkins, Best, and Coney (2001:88) green marketing involves producing products whose production, use as well as disposal is less harmful to the environment than the traditional version of the product. Okpara (2002:547) noted that green marketing is a recent consciousness of business firms.

Green marketing is part of new marketing approach which do not just refocus, adjust or enhance existing marketing thinking and practice, but seek to challenge those approaches and provide a substantially different perspectives of a similar observation, Darymple and parson (2001:687) had earlier noted that one of the classic example of collision between business profit objective and social responsibility has occur in the area of packaging. It is possible, however to create packages which sale products and at the same time are threat to the environment. Although this packaging helps increased the per capital consumption of beverages, environmentalist have begin to complain about the high social cost of new packaging. It is based on the premises that business has a responsibility to satisfy human needs and desires while preserving the integrity of the natural environment.

The universe at creation is naturally greened, business (marketing) organization de-greened the environment through their production marketing activities, and now calls are here and there for the greening of the same environment once more. Here lies the need for a research on green marketing as a pro- active policy for competitiveness, study of firm in beverage industry in Nigeria.

1.2     Statement of Problem

The trend in Nigeria beverage firms is that many organization want processes to associate themselves with environmental friendly product and production processes. Alongside, one also witnesses confusion among the consumers regarding the product. In particular one often distrust regarding the credibility of green product.

Therefore to ensure consumer confidence, we must adopt green marketing policy in order to have competitive advantage in market. And also markets of green product need to be much more transparent and retain from breaching any law and standards relating to products or business practice.

1.3     Objective of the Study 

The general objective is to investigate the ability of Green Marketing as a pro- active policy for competitiveness, study of firms in the beverage industry in Nigeria.

The specific objectives are as to:

i.               Determine the ability of the adoption of green marketing in enhancing corporate image.

ii.             Examine whether or not green marketing has the ability of reducing the impact of consumerism activity against firms. 

iii.      Evaluate green marketing as a competitive tool for enhancement of industry and patronage.

1.4     The Research Questions

The following questions have been formulated by the researcher in order to effectively conduct this study, listed below are questions.

i.               How does adoption of green marketing enhance corporate image?

ii.             Does green marketing has the ability of reducing the impact of consumerism activity?

iii. To determines the relevance of green marketing as a competitive tool for enhancement of loyalty and patronage?

1.5 Research Hypotheses

Hypotheses to be tested in this course of study are as fellows:

1. H_o1:          There is no significant relationship between the adoption of green marketing policies and corporate image.

2. H_o2:          The adoption of green marketing policies does not have significant effect on the control of activities of consumerism.

1.6     Significance of the study

This research is significant in many ways. It is important to note that, in most organization today green marketing helps manufacturers to consumers need and also environment need.

1.7     Scope of the Study

This research work is conducted in one of today’s most rapidly growing and competitive environment but is limited to beverage industry in Nigeria using Abia State as the sample population of study. This study would be identified as source of information upon which beverage manufacturers can design, construct, develop and implement strategies that will help in production of environmentally friendly product.

1.8     Limitations of the Study

This study by its nature is limited by such constraint as:

1. Resources:-

Finance: A major determinant of the sound research is availability of fund Research is a money oriented venture. Liquid cash is needed for travelling, consulting and gathering materials. As such, the researcher could not carry out the research on a bigger scale due to inadequate capital.

Time: The limited time – target for the completion of this research could not give me (the researcher) adequate time to carry out the study as I would have wanted it (the researcher)

Academic materials: Accruing from inadequate capital the research was unable to access some material mostly external due to lack of fund and other problems encountered in the quest for information.

Co-operation: In a developing country like Nigeria, a research is always posed with the unco-operative attitude of respondents, which probably because of some sort reasons, were unable to release relevant information when approach.

1.9     Definition of Terms

In order to erase the possibility of doubt, questionability and ambiguity of terms that will be unavoidably used in this project work, the researcher therefore consider a sense of necessity to ascribe definitions to some key terms in order to facilitate clearer and self understanding.

i)              Environmentally friendly: This is the ability of product not harming the environment.

ii)            Beverage: This can be used to express as any type of drink that is not water

iii)          Competitive: It is a situation in which people or organization competes against each other.

iv)      Pro-active: Controlling a situation by making things happen rather than waiting for things happen and then reacting to them.

v)       Policy: A plan of action agreed or chosen by a business entity to achieve their objectives.

vi)      Packaging: These are sold in shops and stores they are materials used to wrap or protect goods.

vii)     Green marketing: This is the marketing of products that are presumed to be environmentally preferable to others.

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