Extent of Adoption of Green Marketing Strategies by the Kenya Tea Firms

Abstract

The study sought to explore the extent of adoption of green marketing practices by Kenya tea firms. A descriptive survey was undertaken, the population of study being all tea factories in Kenya operating under East Africa Tea Traders Association, whose number stood at 73 as at June 30^th 2010. A sample of 63 tea factories was selected to participate in the study and primary data was collected with the aid of a self-administered questionnaire, targeting environmental management representatives of the selected factories. Data analysis was undertaken using Statistical Package for Social Sciences package version 19.0. The findings are presented with the aid of bar charts, frequency tables, percentages, standard deviations and mean scores.

Keywords: Adoption, Green marketing,