GREEN MARKETING MIX ELEMENTS EFFECT ON THE ENVIRONMENTAL SUSTAINABILITY PERFORMANCE OF MANUFACTURING FIRMS

Abstract

Environmental deterioration is generally the fault of organizations of all shapes and sizes. Manufacturing firms, on the other hand, are under pressure to implement measures to slow environmental deterioration, since they are seen as major sources of pollution. Hence, the study sought to assess the effects of the green marketing mix elements (product, price, promotion, and place) on the environmental sustainability performance of Manufacturing firms in two regions of Ethiopia. To achieve the intended purpose, information was collected from 350 respondents of these firms using a self-administered, closed-ended questionnaire. The study was conducted using the Partial Least Squares Structural Model (PLS-SEM). The study finds positive, statistically significant results for all predictive variables, with varying degrees of effect on environmental sustainability. Also, the study showed a substantial predictive relevance. Among them, green products have the strongest effect, while green place has the weakest effect on environmental sustainability. This study suggests that manufacturing firms should invest in green marketing practices, as this approach helps enhance environmental sustainability.