Green Marketing Practices of Medium and Large Supermarkets in Nairobi, Kenya
Abstract
This study sought to establish the level of green marketing practices adopted by medium
and large Supermarkets in Nairobi Kenya. In terms of methodology, the study adopted a
descriptive cross sectional survey. The target population of the study consisted of fiftyeight
(58) large and medium sized Supermarkets in Nairobi out of which forty (69%)
responded. Primary data were collected using semi-structured questionnaires with both
close-ended and open-ended questions. The target respondents of the study were selected
from the top management level at the head-office. Descriptive statistics were used to
analyze the data collected from all the forty responding supermarkets. Measures of
central tendency such as the mean scores and measures of dispersion such as the standard
deviation were computed. Cross tabulation was done to relate the various variables under
the study. The analyzed data were presented in the form of tables using frequencies,
percentages, mean scores and standard deviation. The results revealed that green
marketing practices were applied to some extent by the medium and large supermarkets.
Some of the Green Marketing practices that the Supermarkets attached a lot of
importance to are product packaging (with a mean score of 3.98 on scale ranging from 1
to 4 where 1= not important and 4 = very important), and disposal of product waste
(mean score = 3.73). The results also revealed that the Supermarkets frequently engaged
in various green marketing practices. Again product packaging (mean score =3.90) is the
practice the Supermarkets most frequently engaged in. It was also found that the
supermarkets face various challenges in their attempts to adopt green marketing. The
study recommended that the government should intervene to assist the Supermarkets to
turn green in their operations.
Citation
A Research Project Submitted in Partial Fulfilment of the Requirement for the Award of Degree Master of Business Administration School of Business University of Nairobi, 2013Publisher
University of Nairobi School of Business