Sustainable Marketing Practices and Brand Performance of Food Processing Companies in Nairobi, Kenya

Abstract

Customers who are environmentally conscious are becoming increasingly picky about the things they buy and are prepared to shell out a little bit more money for sustainable goods and services. It is vital for a company to fulfill the considerable environmental protection needs presented by its clientele and to design coherent business strategies to handle these requirements for the company to be successful. These criteria must be addressed in order for the company to be successful. The primary purpose of the research was to establish whether or not there is a correlation between the use of environmentally responsible marketing strategies and the success of the brands owned by food processing enterprises in Nairobi. Ginsberg and Bloom's Theory as well as Aaker's Model of Brand Equity served as the foundation for this investigation. The research used a design known as descriptive cross-sectional. There were 102 food processing businesses in Nairobi that were included in the study's population. The study was responsible for carrying out the census survey. They came to the conclusion that food processing firms in Nairobi placed a significant emphasis on location, planet, and profit in their operations. It was discovered that food processing enterprises in Nairobi have adapted product, price, and personnel to a considerable amount. In order to boost their brand's success, food processing businesses in Nairobi, Kenya must use sustainable marketing strategies. The results of the poll indicate that sustainable marketing practices are one of the top issues affecting businesses and the marketing sector today. Eco-friendly product development requires long-term advertising strategies. Sustainable marketing principles are then used to the distribution of these goods. The study concluded that businesses in the food processing industry should spend money on R&D to make the world a better place to live. The report also recommends that businesses in the food industry provide bonuses to workers who come up with environmentally beneficial ideas, since this would inspire and encourage others to do the same and help the company achieve its goal of environmental sustainability. According to the findings, businesses that deal with food should have policies and procedures that boost employee engagement, as well as their knowledge of and commitment to the company's mission and values.