dc.description.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 | en_US |