EFFECT OF GREEN MARKETING ON THE PERFORMANCE OF BUA CEMENT FACTORY IN OKPELLA, EDO STATE, NIGERIA (2020-2024)

Abstract

The need for sustainable business practices, of which green marketing is notan exception among companies, is beginning to gain recognition in developing countries,considering the need to preserve the degenerating ecosystem as a result of numerouseconomic activities. This study explored the effect of green marketing on the performance ofthe BUA cement factory in Okpella, Edo State, Nigeria. The specific objectives were toassess the effect of green promotion on the performance of the BUA Cement Factory inOkpella, Edo State, Nigeria, and the effect of green products on the performance of the BUACement 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 infinitepopulation, including Israel, (2013) 10% attrition, of which a total sample size of 424consumers 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 foranalysis included reliability tests, normality tests, correlation analyses and multiple linearregressions. The study revealed that green promotion has a strong positive and significanteffect 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 strongpositive 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 studytherefore recommends that the management of the BUA Cement Factory in Okpella, EdoState, Nigeria and its other plant located in other parts of Nigeria should not relent but shouldconsistently 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 assolar energy. The management of the BUA Cement Factory in Okpella, Edo State, Nigeria,should always conduct marketing research to ascertain consumer perspectives toward theadverse effects of its output to ensure that the company is not leveraging consumers at theexpense of consumer health and longevity, as it pertains to the greening of the ecosystem.