The influence of Eco-Marketing strategies on sustainable development among non-alcoholic beverage firms in Kenya
As a response to global sustainable development challenges resulting from overuse of the natural resources and environmental deterioration business are facing challenges on how to address these challenges. Eco marketing strategies is one of the most effective strategic operations that many firms are adopting at the same time because it is able to address sustainable development and firm’s economic prosperity. In furtherance of the research interest in the area of eco marketing ‘’ green practices this study sought to investigate eco marketing strategies on sustainable development among non-alcoholic beverages manufacturing firms in Kenya. Although there are numerous studies that have carried out on eco marketing globally few have been done on firms operating in Kenya. This study was therefore aimed at contributing to knowledge specifically in area of eco marketing strategies on sustainable development. This study had two objectives; first, to determine the relationship between Eco-marketing strategies and sustainable business performance by Non-alcoholic beverages manufacturing firms in the County of Nairobi. The second objectives was; to determine the relationship between eco marketing strategies and organizational performance; To realize the objectives of the study a descriptive census survey methodology was used. The study population constituted 64 Non-alcoholic beverage manufacturing firms in the County of Nairobi were selected and responded to a questionnaire. 39 questionnaires were completed and returned making the response rate of 61%. Primary data was collected using a semi-structured questionnaire. Mean score, percentages, Pearson correlation coefficient; and multiple regression analysis were used in the analysis. The study found out that corporate strategy was important aspect for the organization efforts towards sustainable business practices with a mean of (3.84) followed by organization system and design and operational (3.79) and business processes mean (3.74). Customer pressure, regulation and legislation were found to be key external factors that influence adoption of eco strategies. These findings could be linked to the benefits respondents found important; corporate image and reputation, customer loyalty and firms profitability. The study found that firms gave priority to energy reduction activities, product innovation and design, and health and safety practices. While the critical challenges impacting on their operations were effects of climate change and global warming was highly ranked followed by water resource availability, plastic and waste management and social concerns respectively. The spearman regression analysis indicated that there was weak positive association between eco-marketing strategies and organization performance. However there were other strong positive relationships identified. However these associations were aimed to target short term business gains and not long term vision of the firms. The study concluded that enforcement of environmental regulations and laws was found to be a major impediment that hinders sustainable development because firms continue to discharge harmful waste into the environment unabated.