DOLIRE Oluwafemi Anthony
Department of Marketing
Faculty of Administration and Management
Ignatius Ajuru University of Education Port Harcourt<\/p>\n\n\n\n
Abstract<\/strong> Keywords:<\/strong> Green advertising, green distribution, green marketing strategy, sales performance.<\/p>\n\n\n\n
This study examined the relationship between green marketing strategy and sales performance of food and beverages firms in South-South Nigeria. 2 research and 2 hypotheses guided the study. The population of the study consisted seventy (70) registered food and beverage firms in South-South Nigeria. The study took a census, and surveyed 3 managers in each of the seventy (70) firms. Structured questionnaire was used to collect primary data. The reliability of the instrument was tested using Cronbach Alpha. A total of two hundred and ten (210) copies of questionnaire were distributed. Data generated were analyzed using Spearman\u2019s rank order correlation. The study found that green distribution and green advertising which were used to proxy green marketing strategy have strong, positive and statistically significant relationship with sales performance of food and beverage firms South-South Nigeria. Therefore, the study conclude that green marketing strategy is a key determinant of sales performance of food and beverages firms in South-South Nigeria, and recommends that food and beverage firms in South-South Nigeria that seek improved sales performance should use eco-friendly distribution systems and green advertising as part of green marketing strategy designed to earn legitimacy and achieve increased sales performance.<\/p>\n\n\n\n