Effects of Green Marketing Practices on the Non Financial Perfomance of the Kenyan Airlines

Abstract

Environmental problems are of great concern in today’s society and most of the Airlines are investing towards a green economy by adopting green marketing practices that have less detrimental effects to the environment in their day to day activities to improve organizational performance. This study therefore sought to establish the effects of green marketing practices on non-financial performance of Kenya Airlines. The aim of the study was to attempt to answer the following questions: to what extent has Kenya airlines adopted green marketing practices? , and what are the effects of green marketing practices on non-financial performance of Kenya Airlines? A descriptive cross–sectional survey was therefore used to establish the objectives of the study which was to: Determine green marketing practices adopted by Kenya airlines and examine effects of green marketing practices on non-financial performance of Kenya Airlines. The study comprised 32 registered Airlines in Kenya according to world Airline directory 2016. Primary data was collected using semi-structured questionnaires. The response rate was 87.5% which was represented by28 Airlines who filled the questionnaires. Data was then analyzed using descriptive statistics and presented in tables and mean scores, standard deviation, and percentages. Respondents were middle and top level managers of the Airlines who were experienced and had knowledge on green marketing. The results indicated that Airlines have adopted different green marketing practices with green price practice being adopted to a very large extent by the Airlines, followed by product and physical evidence practice to a large extent, Place and promotion adopted to a moderate extent and corporate practices has been adopted but to a small extent. Regression analysis was done to see if green marketing practices adopted by the Kenya Airlines had effects on the non-financial performance and the results showed a positive correlation. From the findings it can be concluded that Airlines have adopted various green marketing practices and this has in turn contributed to the non-financial performance of the Airlines such as improved cost effectiveness and higher competitive edge, improved product/service quality, customer satisfaction through repeat purchase, increased market share, and efficiency