ABSTRACT

 This research work focus on green marketing and social marketing, a comparative evaluation, study of Umuahia business environment. The employees and consumers formed the population of the study. Survey design was used. This study is focused' on retail outlets of bevera&.'s in Umuahia Metropolis. Primary source were obtained from oral interview, observation and questionnaire. A sample size of 80 was use, and questionnaires were distributed to the respondent. Simple percentages were used to analyze the data generated. The tools used to run the analysis include Pearson Correlation Co-efficient, Spearman Rank Order Correlation and Analysis of Variance. The findings of discussions include; there is no significant difference between the rate of adoption of the practice of green marketing and those of social marketing in Nigeria. Linear relationship exist between the challenges to the adoption of green marketing practice and policies and those f social marketing. Recommendations were given to the effect that tne result will assist Umuahia retailers in improving the service as well as their patronage and competitive advancement. Managers needs to identify what ought to be greened: systems, processes or products?. It also seems that green products that offer direct excludable benefits to consumers would have higher acceptability.