Adoption of Green Marketing and Performance of Kenyan Tea Firms

The study explores the influence of adoption of green marketing on performance of the Kenya tea firms with performance measures being environmental performance, competitiveness, operational performance, and net income generated over a period of five years. The study was guided by specific objectives which included establishing the extent of adoption of green marketing by the Kenya tea firms; evaluating the relative influence of drivers for adoption of green marketing by the Kenya tea firms; and assessing the influence of green marketing on performance of the Kenya tea firms. A descriptive survey was undertaken, the population of study being all tea factories in Kenya operating under East Africa Tea Traders Association, whose number stood at 73 as at June 30th 2010. A sample of 63 tea factories was selected to participate in the study and primary data was collected with the aid of a self-administered questionnaire, targeting environmental management representatives of the selected factories. In order to determine the relationship between the adoption of green marketing practices and performance of the Kenya tea firms, correlation and regression analyses were undertaken. The findings