The impact of green marketing on consumer buying behaviour in major supermarkets in Nairobi County

Abstract

In order to keep up with the changing business environment and consumer needs, many organizations around the globe have been forced to adopt green marketing practices for social responsibility issues. Preserving the environment has become the necessity of any competitive organization in the global market. Environmental friendly products with biodegradable packages are preferred by competitive companies in the global market. Adoption of green marketing practices by medium and large supermarkets in Kenya will enhance good company customer relations thus improved social responsibility. This study sought to establish the impact of green marketing on consumer buying behaviour in major supermarkets in Nairobi County-Kenya. In terms of methodology, the study adopted a descriptive cross sectional survey. The target population of this study consisted of 10 major supermarkets in Nairobi County, Kenya. Primary data was collected using semi-structured questionnaires with both close-ended and open-ended questions. The intended respondents of the study were selected from the consumers of the 10 major supermarkets operating in Nairobi County. Descriptive statistics were used to analyse the data collected from all the 10 supermarkets. The study also adopted multiple linear regression and Pearson correlation analysis to establish the relationship between variables of interest. The data collected was analyzed and presented in the form of, tables using frequencies, percentages, mean scores and standard deviation. The findings indicate that supermarkets endeavor to achieve some competitive advantage over their competitors in the dynamic business environment by using different marketing strategies that influence consumers to purchase green products and services. Green marketing strategy is one of the crucial strategies that cannot be left out by competitive organizations. Social responsibility has become the drive of any successful organization in the global market. It can be concluded that, product strategy, pricing strategy, promotion strategy and distribution strategy of any company should emphasize on green marketing practices.