PRO-ENVIRONMENTAL BEHAVIOUR IMPACT ON FIRMS’ PERFORMANCE AND SOCIAL SUSTAINABILITY

This study interrogates the impact of pro-environmental behaviour on firms’ performance and social
sustainability. Understanding the pro-environmental behaviour in the society and establishing the determinants provide cue towards smoothening environmental sustainability. The specific objectives of the study are: to assess the impact of green managerial innovation on the firms’ competitive edge and social sustainability and to establish the extent of the relationship between eco design and waste minimization on profit and social sustainability. The population of the study comprises staff selected from the five manufacturing firms in Enugu, Nigeria. The data was analyzed with simple percentage
analysis, while the study hypotheses were tested with Simple Linear regression. The research made the following findings: that green managerial innovation has a significant positive impact on firms’ competitive advantage and social sustainability and that eco design and waste minimization has significant positive impact on firms’ profit and social sustainability. The study concluded that pro-environmental behaviour contributes to sustainable consumption practices. It was recommended
among others, that since green innovation and wastes minimization has been indicated to be an important strategy for manufacturing firms to gain significant sustainable advantages like customers patronage, firms should pay more attention on green management innovation and waste minimization to excel in innovating their products and processes in a bid to become market leader and enhance social sustainability.