ABSTRACT

This research study was focused on the evaluation of the effect of waste material recycling in green marketing activities in the soft drink industry in Nigeria. 7up bottling company, Ogbor hill, Aba was sampled to know, among other beverage firms, how the level of adoption of the policy of waste material recycling in the soft drink industry. The method of data collection for this research was through the collection of primary data by using questionnaire and oral interview in which some members of the staff of the company were interviewed. The major analytical tools used in this study include the Spearman Correlation Coefficient R., t-test and difference of means were been used in testing the hypotheses formulated for this study. Also secondary method of data collection through reviewing written books, publications and magazines was used. Based on the findings made in the course of the study, it was recommended among other that, in order to promote marketing for green marketing it is an urgent need for organizations to identify customer’s environmental necessities and develop the products accordingly because the reaction of consumers should be considered in order to ensure that products in offer improve the quality of life of target.

TABLE OF CONTENTS

Title page i

Declaration ii

Certification iii

Dedication iv

Acknowledgement v

List of Tables vi

Table of Contents vii 

Abstract x

CHAPTER ONE

INTRODUCTION

1.1 Background of the Study 1

1.2 Problem Statement 3

1.3 Objectives of the Study 4

1.4 Research Questions 4

1.5 Research Hypotheses 5

1.5 Scope of the Study 5

1.7 Significance of the Study 5

CHAPTER TWO

REVIEW OF RELATED LITERATURE

2.1 Evolution of Green Marketing 6 

2.2 Conceptual Framework 8

2.3 Challenges in Green Marketing 13

2.4 Strategies to be Executed for Green Marketing 15

2.4.1 Life Cycle Analysis of Green Marketing 16

2.5 Impact of Green Marketing Practice Implementation 

on the Business Functions 18

2.5.1 Demographic Influences Regarding Green Marketing 

Business Practice Implementation 19

CHAPTER THREE

RESEARCH METHODOLOGY

3.1 Research Design 21

3.2 Population of Study 21

3.3 Determining the Sample Size 21

3.4 Sources of Data 22

3.5 Method of Data Analysis 22

3.6 Model Specification 22

CHAPTER FOUR

4.1 Data Presentation of Analysis 24

4.2 Test of Hypotheses 25

4.3 Discussion of Findings 34

CHAPTER FIVE

SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS

5.1 Summary of the Findings 36

5.2 Limitations of the Study 37

5.3 Areas of Further Research Interest 38

5.4 Conclusion 38

5.5 Recommendations 39

REFERENCES

APPENDIX