GREEN LOGISTICS ADOPTION AND THE MARKETING PERFORMANCE OF BREWERY COMPANIES IN NIGERIA

Abstract

Abstract

This research investigated the implementation of green logistics and its impact on the marketing performance of beer firms in Nigeria. The study's particular objectives were to investigate the impact of eco-friendly packaging on consumer patronage of Nigeria Breweries Plc products in Nigeria and to ascertain the degree to which sustainable storage and materials handling boost sales. The objectives were to assess the impact of optimizing transportation routes and modes on the market share of Nigeria Breweries Plc products in Nigeria. An exploratory survey design was utilized for the methodology in this study. The study population comprised 22,287,006 individuals, from which a sample size of 400 was statistically calculated. The systematic random sampling method was employed to choose the sample elements and to conduct the questionnaire. The findings reveal that eco-friendly packaging significantly influences consumer patronage of Nigeria Breweries Plc products. In the six states of Southern Nigeria, sustainable warehousing and materials handling have substantial favorable impact on the sales growth of Nigeria Breweries plc products; enhancement of the means and routes of transportation significantly enhanced Nigeria's market share.

Keywords: Sustainable Logistics, Eco-friendly packaging, Consumer patronage, Sustainable Storage, Materials handling, Breweries.