Influence of Organizational Demographics on the Relationship between Green Marketing Practices and Customer Satisfaction in the Soft Drink Industry in Nairobi Kenya

Abstract

The objective of this study was to establish the influence of organizational demographics and Customer perception on the relationship between 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 establish the influence of organizational demographics and customer perception on the relationship between green marketing practices and customer Satisfaction in the soft drink industry in 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 change in R² due to the interaction term was 0.014 (0.396 - 0.382) and the interaction term was statistically significant (p < 0.05) and therefore the study accept hypothesis H₂ that organizational demographics had a statistically significant moderating effect on the relationship between green marketing practices and customer satisfaction. Based on the overall study results obtained from the tests of the study hypotheses, it is concluded that organizational demographics had a statistically significant moderating effect on the relationship between green marketing practices and customer satisfaction.