ABSTRACT

The study investigated on green marketing as a pro-active policy for competitiveness (study of firms in the beverage industry in Nigeria). The objectives of the study are; determine the ability of the adoption of green marketing in enhancing corporate image, examined whether green marketing has the ability of reducing the impact of consumerism activity against firms and to evaluate green marketing as a competitive tool for enhancement of industry and patronage. The' researcher adopted primary data in getting the required information. Out of 68 questionnaires issued to respondents, 51 representing 75% were carefully filled and returned. In testing the hypothesis, spearman rank correlation analysis of variance, difference of means were been used. The major findings reviewed that significant relationship exists between the adoption of green marketing and the image of the business. The findings also reviewed that significant relationship also exist between green marketing policies and consumer patronage and loyalty. The findings further reviewed that green marketing as practiced in Nigeria does not have the ability to reduce significantly the impact of consumerism activities among firms. The researcher also recommends that organizations should align their green activities with the expectation of the market as means of achieving competitive advantage and also they should consider the environmental hazard of a product before the actual production.