The influence of Green marketing strategies adopted by Agrochemical firms on perfomance of agrostockists in Kericho County

Abstract

Although environmental issues has influenced all activities but very few academic disciplines have inculcated green issues into their literature. Even to date, it has not been inculcated a must be taught subject in all most all management and related higher education level but one business area where environment issues have received a great deal of importance is marketing. Smart business houses have accepted green marketing as a part of their strategy. Though our understanding about green marketing still is in the stage of infancy, this study identifies and explores key ideas in relation to promote green product that may be most relevant to both scholars and the practitioners of green marketing. The purpose of this study was to examine the extent of green marketing practices and its influence on firm’s perfomances.To fulfil the objectives of this study, two research questions were formed and a survey was conducted of ten key business enterprises in Kericho county. The results indicate that the strategy is targeted to the mass market (no segmentation) and the best effort is through branding of shops with distinct colours. Findings also indicate that green marketing strategies differ for each firm and are done for different reasons but most dealers implement these strategies in order to acquire a competitive advantage in the industry. The financial benefits and the possibility of gaining a competitive advantage are the foremost incentives for implementing green measures.