EFFECT OF GREEN MARKETING ON THE PERFORMANCE OF BUA CEMENT FACTORY IN OKPELLA, EDO STATE, NIGERIA (2020-2024)
Keywords:
Green Marketing, Green Promotion, Green Product, Organizational Performance and Marketing PerformanceAbstract
The need for sustainable business practices, of which green marketing is not
an exception among companies, is beginning to gain recognition in developing countries,
considering the need to preserve the degenerating ecosystem as a result of numerous
economic activities. This study explored the effect of green marketing on the performance of
the BUA cement factory in Okpella, Edo State, Nigeria. The specific objectives were to
assess the effect of green promotion on the performance of the BUA Cement Factory in
Okpella, Edo State, Nigeria, and the effect of green products on the performance of the BUA
Cement Factory in Okpella, Edo State, Nigeria. The population of the study is infinite,
thereby leading to the adoption of Kothari‟s (2004) sample determination for an infinite
population, including Israel, (2013) 10% attrition, of which a total sample size of 424
consumers was obtained. Primary data collection was carried out with the aid of a closed-
ended questionnaire measured on a five-point Likert scale, and the statistical tools used for
analysis included reliability tests, normality tests, correlation analyses and multiple linear
regressions. The study revealed that green promotion has a strong positive and significant
effect on the performance of the BUA cement factory in Okpella, Edo State, Nigeria as the p-
value of 0.000 is less than the value of 0.005. Similarly, green promotion has a strong
positive but insignificant effect on the performance of the BUA cement factory in Okpella,
Edo State, Nigeria considering the p-value of 0.072 greater than the value of 0.05. The study
therefore recommends that the management of the BUA Cement Factory in Okpella, Edo
State, Nigeria and its other plant located in other parts of Nigeria should not relent but should
consistently improve promotional activities that do not constitute waste and air pollution,
such as the use of bill boards powered by generators rather than renewable energy, such as
solar energy. The management of the BUA Cement Factory in Okpella, Edo State, Nigeria,
should always conduct marketing research to ascertain consumer perspectives toward the
adverse effects of its output to ensure that the company is not leveraging consumers at the
expense of consumer health and longevity, as it pertains to the greening of the ecosystem.
