Effect of Green Marketing Practices on Sustainable Business Development: The Case of ASKU PLC
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Date
2024-06-23
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A.A.U
Abstract
Few researchers took an interest in conducting studies related to green marketing and sustainable business development, their emphasis was on Sustainable and Responsible Consumption of Eco-Friendly Products, the Impact Green Investment and Green Marketing have on the performance of business, the effect of green marketing practices on business performance of medium and large-scale manufacturing companies. Despite this, there is limited research concerning green marketing practices with sustainable business development. They haven’t shown the effect of green marketing practices on sustainable business development in Ethiopia. This research tried to fill the gap by addressing that. The study mainly focuses on examining the effect of green marketing practices on sustainable business development in the case of ASKU PLC. The study evaluated the practices in green products, prices, places, promotions, people, processes, and physical evidence. The research thoroughly examines whether green marketing practices and sustainable business development correlate positively. Based on this, the sustainable business development of ASKU PLC would be a dependent variable and other measures such as green products, prices, places, promotion, people, processes, and physical evidence are independent variables. The study employs descriptive and explanatory research design and uses a quantitative approach to present research findings. The research is conducted on a targeted population of employees at ASKU PLC. The motive in selecting the company specific to this study is based on their offering of various products and their adoption of green marketing practices. The researcher employs a simple random sampling technique in selecting samples from the given population. Primary data relevant to the study were collected through structured questionnaires, by hard copies, was distributed to a sample size that represents the population. The questionnaires were distributed to three different product types. The researcher gathered 182 (80%) of the data, from a sample size of 227. The data collected were analyzed, and the findings were interpreted based on the listed hypothesis, regression model, and descriptive and inferential statistics. The findings revealed that green marketing practices have a positive and significant effect on the sustainable business development of ASKU PLC