Green Marketing and Consumer Satisfaction

ArvinLucy Onditi


In order to keep up with the changing business environment and consumer needs, many organizations around the globe have been forced to adopt green marketing practices for social responsibility issues. Preserving the environment has become the necessity of any competitive organization in the global market. Environmental friendly products with biodegradable packages are preferred by competitive companies in the global market. Adoption of green marketing practices by medium and large supermarkets in Kenya will enhance good company customer relations thus improved social responsibility. This study sought to establish the influence of green marketing on consumer buying behavior in supermarkets in Kisumu County-Kenya.The study adopted a descriptive cross sectional survey. The target population of this study consisted of 7 major supermarkets in Kisumu County, Kenya. Primary data was collected using semi-structured questionnaires with both close-ended and open-ended questions. The intended respondents of the study were selected from the staff of the 7 major supermarkets operating in Kisumu County. The study adopted multiple linear regression analysis models to establish the relationship between variables. The data collected was analyzed and presented in the form of, charts and graphs using frequencies, percentages and mean scores. The findings indicate that supermarkets endeavor to achieve some competitive advantage over their competitors in the dynamic business environment by using different marketing strategies that influence consumers to purchase green products and services. Green marketing strategy is one of the crucial strategies that cannot be left out by competitive organizations. Social responsibility has become the drive of any successful organization in the global market. It can be concluded that, product strategy, pricing strategy, promotion strategy and distribution strategy of any company should emphasize on green marketing practices.

Keywords: Customer satisfaction, Green Marketing, consumer behavior, retail Stores, Green Pricing, Green Promotion.

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