A Study on the Application of Ecological Marketing Practices by Oil Companies in Nairobi

Abstract

The academic thinking on ecological marketing draws mainly from developed countries. These practices are being lately adopted in developing countries. This study therefore attempts to find out the extent to which oil companies in Nairobi have adopted the greening practices. Three objectives were pursued. First, the study sought to establish ecological marketing practices adopted by oil firms in Nairobi. Secondly, to find out the factors that lead to the application of ecological marketing by firms in the oil industry in Nairobi and lastly, to find out the challenges faced by oil firms in Nairobi upon adopting ecological marketing practices. Primary data was collected through questionnaires that were administered by drop and pick latter technique. Structured and unstructured questions were both used. Likert type profiles, tables and percentages were used for analysis. The findings were that there were differences in the extent of application. The ecological practice was more profound in large oil companies than in medium and small firms. However, certain limitations are evident. The study was limited to a single geographical locality, Nairobi. This therefore does not provide good measure of ecological practices in Kenya as a whole for generalization. The research focused on oil industry, but would be of interest if replicated into other sectors