DETERMINANTS OF THE ADOPTION OF GREEN MARKETING STRATEGIES IN KENYAN FLORICULTURE INDUSTRY
Abstract
Organizations draw resources for their productive activities from the environment. It has been widely accepted that business are harnessing the environmental resources at a fast pace and their activities are posing a threat to the sustainability of the very environment they depend on. Green marketing a fairly new concept that strives to ensure that production, consumption and even disposal of products happens in a manner that is less harmful to the environment. The aim of this paper was to establish the determinants of the adoption of green marketing strategies in Kenya’s floriculture industry. The specific objective was to determine the influence of stakeholder pressure and regulatory pressure on the adoption of green marketing strategies. An explanatory research design was employed where convenience sampling method was used to select 25 firms out of the 75 registered members of the Kenya Flower Council. Data obtained was analyzed using descriptive and inferential statistical analyses. The Study established that both Stakeholder pressure and regulatory pressure have a significant influence on the adoption of green marketing strategies. It recommends that organizations ought to be proactive in environmental protection rather than reactive. And government should legislate and enforce environmental laws and policies.
Keywords: Adoption of green marketing strategies, Stakeholder pressures, Regulatory pressures, Floriculture industry, Environment.
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DOI: http://dx.doi.org/10.61426/sjbcm.v1i2.64
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