Green Marketing in South-South Nigeria Consumer Sustainability: The Distribution and Physical Practice on Polythene Manufacturing Companies
The main aim of this study was to articulate the green distribution and physical evidence practices required by polythene manufacturing companies for consumers’ sustainability in South-South Nigeria. The descriptive survey research design was adopted for the study. The study was conducted in the six States of South-South Nigeria. The population for the study was 323 comprising of 35 Marketing Lecturers, 60 Managers of polythene manufacturing companies, and 223 polythene consumers in South-South Nigeria. Due to the manageable size of the population, no sample was drawn. A structured questionnaire and focus group discussion (FGD) guide were the instruments used to collect data. The research instruments were validated by five experts. The reliability of the instruments was ascertained by the use of Cronbach Alpha reliability method. The total reliability yielded a co-efficient of 0.89, which indicated that the instruments were highly reliable. The questionnaire was administered directly to the respondents with the help of five research assistants. The data collected for this study were analyzed using mean, standard deviation and Analysis of Variance (ANOVA) statistics. The study found 18 green distribution and 17 green physical evidence practices that are highly required by polythene manufacturing companies for consumers’ sustainability. Based on the findings of the study, it was concluded that the adoption of green distribution and physical evidence practices is highly required by polythene manufacturing companies to ensure consumers’ sustainability. It was recommended, among others, that polythene manufacturing companies should maintain high ethical standard in their marketing practices in order to ensure sustainable consumption of green products.
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