Effects of Customer Feedback on the Sustainability of Green Supply Chain System in the Floriculture Industry in Kenya

Abstract

This is an empirical research with the overall objective of studying the sustainability of green supply chain systems in the floriculture industry in Kenya. The floriculture industry is a crucial sector in the country since it is a key export contributing a significant percentage of the Gross Domestic Product (GDP) and creates employment for tens of thousands of workers. There have, however, been pressing concerns in the country about the non-sustainability of green supply chain systems in the industry. This study focused on customer feedback as one of the study variables and employed survey design where a total of 127 flower farms were sampled; 14 during the pilot study and 113 during the main research. The data collection was done with the aid of questionnaires, observation guides and interviews. The resultant data was analyzed to test the hypotheses. The study, ultimately, came up with recommendations based on the research findings to solve the research problem.

Key words: Customer Feedback, Green Supply Chain System, Floriculture, Sustainability.