A Survey of the Extent to Which Floricultural Firms in Kenya Practice Green Marketing

Abstract

The firms in the floriculture industry in Kenya have been facing myriad of challenges emanating from environmental concerns. The recent challenges came from the overseas markets when the Kenyan flowers were said to be the major pollutants of the environment due to their mode of transport. It took long negotiations and lobbying for the issue to be resolved. But the results were almost disastrous and it is therefore important that issues of marketing ecologically friendly products be addressed by the firms. The study sought to determine the green marketing practices within the floricultural firms in Kenya and also to assess the extent to which green marketing is practiced within floricultural firms in Kenya. A descriptive survey design was selected for the study. From the population of 104 firms, 52 firms were selected based on stratified random sampling. The data collection was through self- administered questionnaire with closed and open-ended questions. The respondents of the questionnaires were the senior managers of the selected firms. The result of the study was analyzed by the use of descriptive statistics such as frequency, percentages and mean scores. The Statistical Packages for Social Sciences (SPSS) was used to carry out the analyses. The results were then presented in the form of tables and charts. In relation to the green marketing practices, the results show that the respondents were aware of green marketing practices in the industry. Such practices were manifest in areas such as modifications of obsolete technology, embracing of entirely new technology, and elimination of some unnecessary processes of production. It is therefore concluded that green marketing practices are practiced to a larger extent within the flower firms in Kenya as seen in use of new technology, elimination of unnecessary production processes, and remanufacturing of some products using available resources. The study recommends that to achieve successful green marketing, the concerned companies must organize aggressive awareness programs to adequately inform all employees and industry participants. In addition, organizations need to establish guiding policies and practices that ensure a formal process of operation.