Green marketing practices in cement industry in Kenya

Abstract

Environmental issues are becoming increasingly important in organization theory and practice. Green marketing is emerging as a process of addressing environmental issues facing business firms. In this paper I examine green marketing practices and challenges faced by Cement industries while turning green. The paper seeks to identify factors that lead Kenyan firms in the cement industry adopt "Green marketing". It also tries to find out Green marketing practices adopted by Kenyan Firms in the Cement Industries and the challenges faced by firms in the Industry while turning green. A descriptive study was adopted for this exploratory study which covered the whole population in the cement industry. The paper goes further in describing how key organizational members interpret the relationship between their firm and the biophysical environment. It looks at how companies can reduce waste at source and eliminate pollutants entirely in manufacturing processes rather than filter or capture them downstream. The findings of the paper shows that the cement industries turn green due to both legal and company requirements. Some of the legal requirements include reclamation of the excavated land, control of noise and air pollution. Due to stringent environment laws, companies have come up with strategies aimed at monitoring and evaluating the environmental hazards caused during the production process. As such green marketing actions have been institutionalized into the company's values and policies. Among the actions include compostability and recyclability, coming up with environmentally friendly products, which are ozone free.