Title: Green Marketing And Sales Performance Of Firms In Delta Statecreating Value In A Conscious Consumer Market
Authors: OLANNYE Henry
Volume: 9
Issue: 3
Pages: 134-137
Publication Date: 2025/03/28
Abstract:
This study investigates the relationship between green marketing strategies and the sales performance of firms in Delta State, Nigeria. As environmental awareness grows among consumers, businesses are increasingly adopting green marketing practices to meet the demand for sustainable products and to gain a competitive edge in the marketplace. The study aims to assess the extent of green marketing adoption among firms in Delta State and evaluate its impact on sales performance, customer loyalty, and brand perception. A sample of 90 small and medium-sized enterprises (SMEs) in Delta State was surveyed using structured questionnaires to gather data on the adoption of green marketing strategies and their effects on business performance. The findings indicate that a significant number of firms in Delta State have adopted various green marketing practices, including eco-labeling, sustainable product development, and environmentally friendly advertising. Additionally, the study reveals a positive correlation between green marketing adoption and improved sales performance, with firms reporting increased customer engagement, loyalty, and brand preference. Despite challenges such as high implementation costs and limited consumer awareness, the results suggest that green marketing has the potential to enhance the profitability of firms in the region. The study provides valuable insights for businesses seeking to integrate sustainable practices into their operations and for policymakers looking to promote environmentally responsible business practices.