Relationship Between Green Marketing Practices and Customer Satisfaction in the Soft Drink Industry in Nairobi Kenya

Abstract

The broad objective of the study was to establish the influence of green marketing practices and Customer Satisfaction in the soft drink industry in Kenya. The specific objective was to establish the relationship between green marketing practices and Customer satisfaction in the Soft Drink industry in Nairobi Kenya. This study was anchored on consumer behavior theory and was guided by positivistic philosophy. The study adopted a descriptive cross-sectional research design to determine how green marketing practices affect customer satisfaction in soft drink companies in Nairobi County, Kenya. The study targeted a sample of 180 trade customers and 162 soft drink firms but, the researcher managed to successfully collect data from 130 of the trade customers and 102 soft drink firms. Since Cronbach’s Alpha is the most commonly used measure of co-efficient of internal consistency, the study adopted the same. Descriptive statistics (mean scores and measures of dispersion) and inferential statistics (correlation, analysis of variance and regression analysis) was conducted to determine the expected relationships between green marketing practices and customer satisfaction. The study results revealed a statistically significant positive linear relationship between green marketing practices and customer satisfaction (β= .389, p-value = 0.002). The relationship was statistically significant because the p-value is less than the set value of 0.05 (p – value = 0.002). The regression results also showed that green marketing practices had explanatory power on customer satisfaction in the soft drink industry in Nairobi Kenya in that it accounted for 22.3 percent of its variability (R square = 0.223). Based on the overall study results obtained from the tests of the study hypotheses, it is concluded that there was a relationship between green marketing practices and customer satisfaction in the soft drink industry in Nairobi Kenya.