THE EFFECT OF GREEN MARKETING PRACTICES ON ORGANIZATIONAL PERFORMANCE IN THE CASE OF ETHIOPIAN CEMENT FACTORIES

Abstract

Driven by strong pressure from consumers, governments, and key stakeholders, businesses worldwide are now realizing they must adopt sustainable practices to maintain a healthy ecosystem. This necessity has spurred the adoption of "green" strategies across every department, including green financing, green management, and green supply chain logistics. Green marketing is an essential part of this movement; faced with severe environmental problems that are diminishing the quality of life on Earth, companies are implementing it as a deliberate strategy to minimize the negative ecological footprint of their promotional and commercial activities. The main objective of this study is to examine the effects of green marketing practices on organizational performance in Ethiopian cement factories. From the total population of 4450 factory employees, the study sample comprised 367 (259 males and 108 females) and was selected using a stratified, purposive, and judgmental sampling technique. The Cronbach's Alpha Reliability test, which can ensure high reliability, was conducted for each variable. Primary data of this study were gathered by distributing 367 questionnaires to respondents at Derba MIDROC Main Cement, Dangote Cement PLC, Habesha Cement, Mugher Cement Expansion, and Messobo Cement Expansion. Secondary data were also collected from books, journals, past research, official documents, and the internet. Data were analysed using descriptive statistics, chi-square tests, correlation, and regression. The chi-square test was used to determine whether there is a significant association between two categorical variables. Pearson Correlation Coefficient Analysis was used to determine whether there is a very strong or slight relationship between the independent and dependent variables. Multiple linear regression analysis was used to determine the effects of the independent variables on the dependent variable. The results indicated a significant relationship between the independent variables (Green production process, Green product, Green Price, Green Advertising, and Green Distribution) and the dependent variable (Organizational Performance). This study suggests that cement plants should focus on improving their green pricing strategies, as this factor had the greatest impact on performance. Pricing that is clear and aligned with environmental goals can build trust and demonstrate your commitment to sustainability. Companies should also invest more in eco-friendly products because green product strategies make customers more confident and give them an edge over competitors. Cleaner manufacturing techniques should be expanded by embracing current technology, improving energy efficiency, and reducing waste, as these efforts improve performance. The detailed discussion of the conclusion, recommendations, and recommendations for future research, as well as the study's implications, is available in the last part of this article.