A Green Marketing and Its Implications for Business Performance and Reputation, Case of Adama Special Zone ,Oromia Regional State, Ethiopia

Abstract

As competition becomes bottle-necked, businesses should strive to add more value for their customers and other key stakeholders through their offerings. Currently, the issue of environmental concern is becoming a cross-cutting fact and one way of creating a better business image. Green marketing is one of the strategies towards this end. The study has focused on the implications of green marketing on business image and performance in the case of Adama special zone, Oromia regional state, Ethiopia. In this study, both descriptive and inferential statistics have been employed. The research randomly selected six companies in the zone, out of which 374 respondents were considered. The results revealed that there was a gap in environmental sustainability marketing in the zone as some issues about product reuse, recycling, and reverse engineering were concerned. Besides, green marketing has an effect on business corporate image and a mediated effect on business performance. On the other hand, a business reputation has a direct effect on  performance. The study recommends that collaboration and integration of all the key stakeholders towards achieving green marketing are foreseeable practices.