| dc.description.abstract | The purpose of this study was to determine the influence of green marketing strategies on
cost management among commercial banks in Kenya. There were two objectives for
the study ; the green marketing strategies used among commercial banks in Kenya and
the link between green marketing and cost management in commercial banks in Kenya. A
census survey study design was used and the main data collection method was through
self-administered questionnaires. All the banks were targeted and a response rate of
27(62.7%) was achieved. The study revealed that the adoption of green marketing among
commercial banks in Kenya was at 66.7% based on the number of banks that had
departments of green marketing or those that specifically had the green marketing agenda
in their operations. Among the strategies that were in place were green branding, green
innovation and green operations. The study revealed that the most favorable strategy used
in green marketing was green branding since it had a score of 3.5, followed by green
operations 3.2 and green innovation which was 2.7. The measures were based on a scale
of 1 to 5 where 5 meant that the strategy was used to a very large extent. The study
revealed that there were strong policies in place to check on printing costs. It was also
revealed that the adoption of more energy efficient systems such as solar energy use had
been adapted to a moderate extent by banks. A regression model on the relationship
between green marketing strategies revealed that cost management through green
marketing accounts for more 84.6 % of controllable cost management. The study
recommended that green marketing can be expanded to incorporate strategies that would
involve the use of solar, energy saving bulbs, water harvesting to be used for cleaning,
use of ATM outlets to communicate green marketing agenda. | en_US |
