Title: Green Marketing Practices And Salesforce Productivity Of Pharmaceutical Outlets In Delta State
Authors: ITOGHOR, J.R and MORUKU, R.K
Volume: 9
Issue: 8
Pages: 34-42
Publication Date: 2025/08/28
Abstract:
The current rapid growth in the economy and the patterns of consumers' consumption and behavior worldwide are the main cause of environmental deterioration. As the environment continues to worsen, it has become a persistent public concern in the developed countries and has recently awakens developing countries to the green movement. This study examined the impact of green marketing practices on salesforce productivity of pharmaceutical outlets in Delta State. The study adopted a cross sectional survey research design method; the research utilized a structured questionnaire to gather data from a sample of 198 respondents, comprising both owners and employees of selected pharmaceutical outlets in Delta State. The data collection focused on understanding the extent of green product packaging and green washing, impact on salesforce productivity. The data collected was analyzed using SPSS 25.0, a statistical software tool, which facilitated detailed analysis through descriptive statistics, frequencies and simple percentages. The test was used to test the hypotheses regarding the relationships between green marketing practices and salesforce productivity. The finding revealed that green product packaging being a measure of green marketing practice has a positive and significant effect on salesforce productivity, green washing has a positive effect on salesforce productivity. The study concluded that while green marketing practices positively influenced salesforce productivity, several hurdles need to be addressed for these practices to be more effective. The findings underscored the importance of continued efforts in green marketing and suggested that overcoming the identified challenges could enhance the impact of green marketing strategies in the pharmaceutical sector. The study recommended that companies in Nigeria can use different strategies to encourage green behaviour to achieve sustainable development. Due to growing environmental problems and its adverse effects on physical and mental health of human beings a lot needs to be done in advocacy for ethics of greenness.