Promoting Environmental Sustainability through Green Marketing among Plastic Beverage Companies in Lusaka

Abstract

The escalating urgency of environmental challenges has led many organizations to adopt Green Marketing practices as a strategic framework to promote environmental sustainability. This study aimed to assess the use and effectiveness of green marketing practices among companies that use plastic material to package their beverages in Lusaka, Zambia, within the context of existing environmental policies and regulations. The research employed a positivist approach, utilizing a descriptive research design and quantitative methodology. The sampling frame consisted of selected major players in the beverage industry who use plastic material for packaging and stratified random sampling was used to select participants. Data was collected through structured 196 questionnaires administered to marketers and employees of companies in Lusaka that package their beverages in plastics. Primary data was analyzed using Statistical Package for Social Sciences (SPSS). The findings reveal a significant lack of robust green marketing practices, with a heavy reliance on corporate social responsibility initiatives rather than operational-level eco-friendly practices. Factors such as corporate social responsibility commitments and competitive pressures were identified as key drivers, while regulatory influences and consumer awareness appeared to have limited impact. The inferential statistics indicate that all predictors significantly contribute to environmental sustainability. To enhance the effectiveness of green marketing in the plastic beverage sector, the study recommends that companies develop formal green marketing strategies, improve communication of their sustainability efforts, invest in employee training and stakeholder collaboration, and advocate for stronger regulatory support. Increased consumer education and investment in sustainable technologies were also identified as crucial measures. The research provides valuable insights for plastic beverage companies, policymakers, and industry stakeholders to promote environmental sustainability through effective green marketing practices.