Green Marketing Strategies And Performance Of Flower Firms In Kenya- Case Of Oserian Development Company Limited.

ABSTRACT

Continuous environmental degradation has resulted into increased environmental awareness that has led more companies to adopt green marketing strategies. Oserian Development Company limited is faced with many changes and an increasingly turbulent business environment which necessitates the adjustment of its strategic responses and come up with green marketing strategies for dealing with the ever deteriorating environment. The main aim of this research was to determine the effect of green marketing strategies on performance of flower firms in Kenya, case of Oserian Development Company limited in Kenya. The study had four specific objectives that sought to determine the effect of green product strategies on performance of Oserian development company limited; to establish the effect of green pricing strategies on performance of Oserian development company limited; to assess the effect of green promotional strategies on performance of Oserian development company limited and to determine the influence of green distribution (place) strategies on performance of Oserian development company limited. The study is anchored on two theories: stakeholder theory and Institution theory. Empirical literature was also used in this study. The conceptual framework comprised both independent and dependent variables A Descriptive survey design was used in this study. A sample size of 44 departmental managers and supervisors in Oserian Development Company limited was used. The study used a census survey approach. Questionnaires were used to collect Primary data through a drop pick method. Secondary data was acquired through sales records and trade magazines. Open and closed ended questions were used. Information was presented in tables, charts and percentages. The information was presented and discussed based on every objective. The findings showed that green product, price and promotion positively influenced performance of Oserian flower firm; but distribution was insignificant and did not positively influenced performance of Oserian flower firm. Conclusion: Flower firms should be encouraged to embrace more of the green marketing mix strategies. This will enhance environmental and business sustainability in the long run. Recommendations: Flower Firms should entrench green marketing strategy into their main corporate strategy, mission and vision as part of institutionalizing sustainable business activities. Green awareness should be created since many organizations and a lot of people still do not understand the green concept.