Effect of Green Marketing Practices on Business Performance: A Case of Medium and Large Scale Manufacturing Firms in Sidama National Regional State of Ethiopia. Effect of Green Marketing Practices on Business Performance:

Abstract

This paper examined the effect of green marketing practices on business performance. There has
been relatively little research that examined the effect of green marketing practices on business
performances in developing countries, particularly in sub-Saharan Africa. This paper attempted
to research to bridge that gap with an Ethiopian perspective. A response collected through a
survey questionnaire, from the sampled 301 managers of medium and large manufacturing firms
in Ethiopia. The collected data were tested on the hypothesized relationship using the SEM
analysis method with SPSS and AMOS version 23. The findings showed that green product,
green processes, green packages, and green promotion exert a positive significant effect on
business performance. On the other hand, green place exerts an insignificant effect on business
performance. This research recommended that medium and large-scale manufacturing firms
should implement green marketing practices to enhance their business performances. Also, it
was recommended that future researchers should determine green marketing practices' effect on
other categories of industries.