| dc.description.abstract | Green Marketing is becoming an important area of focus for companies in Kenya and the world over. The effects of the changing weather patterns and climatic conditions have started being felt the world over. Rising global temperatures, skyrocketing fuel costs and changing weather patterns are considered payback for years of neglecting the environment (Kelly, 2008). As such, there has been increasing concern about the state of the global environment both locally and internationally. There has been consensus that organizations need to preserve the environment in which they dwell.
The objectives of this study were twofold: to study the green marketing practices adopted by the mobile phone service providers in Kenya; and to study the factors that have contributed towards adoption of green marketing practices by the mobile phone service providers in Kenya. A descriptive study was conducted. This was a census survey of all the four mobile phone service providers operating in Kenya. Data was collected using a semi-structured questionnaire that was delivered to each of the respondents. One respondent in the position of marketing manager in each organization was targeted. It proved almost impossible to get the marketing managers to respond, in their stead, the questionnaires were sent via email to alternative respondents in mid level management.
The questionnaires were then physically collected from each of the respondents once completed ensuring a response rate of 100%. Data was analyzed using factor analysis in the SPSS module. The findings revealed that to a large extent all the mobile phone service providers practice green marketing. The study was limited to mobile phone service providers; however there are other players in the mobile phone industry. It is necessary to conduct a similar study that encompasses all players in the mobile phone industry in Kenya to determine whether green marketing is practised across the industry. | en_US |
