DOTUN Babatunde Onifade WALI Andy Fred NWULU Chinyere Stella
ALEX-AKEKUE Nennaaton
Department of Marketing, Faculty of Administration and Management,
Rivers State University Nkpolu-Oroworukwo, Port Harcourt
Corresponding email: dotun.onifade@rsu.edu.ng
Abstract
This study investigated the correlation between green warehousing and marketing sustainability of fertilizer production firms in Nigeria. The study was conceptualized with green warehousing as predictor to marketing sustainability measures of product stewardship, resource usage and competitive advantage. The study adopted a cross-sectional research design. The study population comprised 21 fertilizer production firms in Nigeria. The entire universe was surveyed. 6 copies of structured questionnaire designed in the 5-point Likert scale, were administered to production, procurement, inventory, quality assurance, marketing managers and community relations managers of each of the 21 firms. Thus 126 respondents provided data for the study. The reliability of the instrument was determined using Cronbach’s Alpha test. All the variables scored above 0.70. Pearson Product Moment Correlation was used to test the nexus between green warehousing and measures of marketing sustainability. The Statistical Packages for Social Sciences Version 25.0 facilitated the test. The results of the tests revealed that green warehousing has a significant correlation with marketing sustainability. Thus, the study concluded that green warehousing predicts marketing sustainability of fertilizer production firms in Nigeria; and recommends that managers of fertilizer production firms in Nigeria should adopt green warehousing, if they seek to enhance their marketing sustainability.
Keywords: Competitive advantage, fertilizer production firms green warehousing, marketing sustainability, product stewardship, resource usage.