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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