GREEN MARKETING PRACTICES AND PERFORMANCE OF NESTLÉ NIGERIA PLC, ABUJA

Abstract

Green Marketing Practices have emerged as a strategic business approach that enables organisations to meet customer needs while minimising adverse environmental impacts and contributing to sustainable development. Green marketing has emerged as a strategic approach through which organisations integrate environmental considerations into product development and marketing communication. This study examined the effect of green product and green promotion on the organisational performance of Nestlé Nigeria Plc., Abuja. The study adopted a cross-sectional survey design. The population comprised 365 management, senior, and supervisory employees of Nestlé Nigeria Plc.; 365 questionnaires were administered, and 361 usable questionnaires were returned, representing a response rate of 98.9%. Data were collected with a structured questionnaire and analysed using Pearson product-moment correlation and multiple linear regression in IBM SPSS Statistics (Version 28). The findings indicate that green product had a positive and statistically significant effect on organisational performance (β = .418, t = 9.489, p < .001), while green promotion also had a positive and statistically significant effect (β = .367, t = 8.872, p < .001). The study concludes that, within the organisation and study setting examined, environmentally responsible product development and credible environmental communication are associated with stronger organisational performance. It recommends continued investment in environmentally responsible product innovation and clear, evidence-based green communication.