ONIFADE Dotun B.
Department of Marketing, Faculty of Administration and Management,
Rivers State University Nkpolu- Oroworukwo, Port Harcourt, Nigeria.
dotunonifade@yahoo.com
Abstract
This study explored the relationship between green procurement and marketing sustainability. Green procurement served as predictor to marketing sustainability, represented by product stewardship, resource usage and cost minimization. The study relied on literature review to achieve its objective. The views of scholars on the meaning of green procurement and marketing sustainability was synthesized, and their reports and argument on the influence of green procurement on marketing sustainability was converged. In the end, the study study deduced that a connection exists between green procurement and marketing sustainability. Thus, the study concluded that green procurement is an imperative to marketing sustainability; and that product stewardship, resource usage and cost minimization as indicators of marketing sustainability are driven by green procurement.
Keywords: Competitive advantage, cost minimization, green procurement, marketing sustainability, product stewardship, resource usage