GREEN REPUTATION AND SUSTAINABLE MARKET PERFORMANCE OF FOOD AND BEVERAGE FIRMS.

Abstract

This study examined the relationship between green reputation and sustainable market performance of food and beverage firms. The study was motivated by the growing concern for environmental sustainability and increasing pressure on firms to adopt environmentally responsible practices that enhance their competitiveness and market sustainability. The specific objectives were to examine the relationship between green reputation and customer loyalty, and to determine its relationship with market share growth among food and beverage firms. A correlational research design was adopted, and data were collected using a structured questionnaire administered to 210 respondents selected from 42 food and beverage firms in Rivers State, Nigeria which served using census approach. The data collected were analyzed using Pearson Product Moment Correlation Coefficient at a 0.05 level of significance. The findings revealed a strong positive and significant relationship between green reputation and customer loyalty (r = 0.742, p < 0.05), and a moderate positive and significant relationship between green reputation and market share growth (r = 0.689, p < 0.05). The study concluded that green reputation significantly influences sustainable market performance of food and beverage firms. It was recommended that firms should strengthen their environmental sustainability practices and integrate them into core business strategies to improve customer loyalty and market share growth.