Green Selling Antecedents and their effects on Business Performance of Fast-Food firms in Port Harcourt, Nigeria
Keywords:
Green Selling, Business Performance, Green Innovation, Eco Labeling, Staff Drive, Goodwill
Abstract
This study investigated the relationship between green selling and business performance of fast-food firms in Port Harcourt, Rivers State. In response to the growing environmental consciousness and the increasing emphasis on ecological business activities, firms are delving into green strategies as source of competitive advantage. Particularly, this study examines the effect of green innovation and eco-labeling on some of the critical performance metrics. The study adopted a cross-sectional research design and primary data were collected and analyzed to determine the extent of relationships among the study variables. The aftermath findings of the study shows that green selling practices, particularly green innovation and eco-labeling have significant and positive outcomes on business performance proxies on well as staff drive and organizational goodwill. The study concludes that adopting green selling strategies would enhance firm’s performance and reinforce competitive positioning among fast-food firms. It therefore recommends that business executives and owners prioritize inventive and environmentally responsible reforms to improve organizational performance.
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References
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Paquette, D. & Ryan, J. (2021). Bronfenbrenner’s ecological systems theory. Http://Pt3.Nl.Edu/Paquetteryanwebquest.Pdf.
Polonsky, M. J. (2020). Green marketing and the green consumer: The journey begins. International Journal of Global Environmental Issues, 10(1-2), 1-8. https://doi.org/10.1504/IJGENVI.2010.032916
Qureshi, J. A., Shamsi, A. F., & Arif, F. (2022). Pakistan State Oil: multidimensional strategic issues of a market leader. Emerald Emerging Markets Case Studies, 12(1), 1-27
Samson, N. J. (2023). Effect of green marketing practices on environmental performance: an empirical investigation in kisumu water and sewerage company in Kenya, International Journal of Economics, Commerce and Management, 11(8), 239-248
Sarkis, J. (2018). A strategic decision framework for green supply chain management”, Journal of Cleaner Production, 11(4), 397-409.
Schaefer, A., Williams, S., & Blundel, R., (2020). Individual values and SME environmental engagement. Bus. Soc. 59 (4), 642–675.
Schlosser, E. (2012). Fast food nation: The dark side of the all-American meal. Houghton Mifflin.
Shaukat, F. & Ming, J. (2022). Green marketing orientation impact on business performance: Case of pharmaceutical industry of Pakistan. Front. Psychol. 13(2), 940-958. doi: 10.3389/fpsyg.2022.940278.
Struwig, M., & Adendorff, C. (2018). Consumers' perception of eco-labels in South Africa. Athens Journal of Business & Economics, 4(2), 163-177.
Alikor, W. S., & Anele, R. U. (2022). Re-engineering the community relations strategies of the upstream oil industry for optimal result in host communities in rivers state, nigeria. BW Academic Journal, 1(1), 18-28.
Andersén, J., (2008). Resource orchestration for team‐based innovation: a case study of the interplay between teams, customers, and top management. R&D Management, 51(1), 147-160.
Ansar, N. (2013). Impact of green marketing on consumer purchase intention. Mediterranean Journal of Social Sciences, 4(11), 650-655.
Arkadiusz, T. (2022), What is Business Performance? Definition, December 9, 2022, retrieved from https://www.primetric.com/blog/business-performance
Bakshi, P., & Mahajan, N. (2022). Effects of green marketing strategy on business performance: A Conceptual Paper, 11(05), 11-26.
Barnabas, G. P., Godstime, T. H. & Gladys, J. (2024). Green marketing strategies and business performance: a tool for good governance, International Academic Journal of Management and Marketing, 11(1), 84-92. DOI: 67321425661114
Beretta, I. (2017). The social effects of eco-innovations in Italian smart cities. Cities, 7(2), 115-121.
Blake, D. J., (2017). Policy risk, strategic decisions and contagion effects: Firm‐specific considerations. Strategic Management Journal, 38(3), 732-750.
Carter, C. R., (2011). Sustainable supply chain management: evolution and future directions. International Journal of Physical Distribution & Logistics Management, 41(1), 46-62.
Chen, Y. S., Lai, S. B. & Wen, L. T. (2016). The influence of green innovation performance on corporate advantage in Taiwan, J, Bus, Ethics, 6(7), 331-339
Dheeraj, N., & Vishal, N. (2012). An overview of green supply chain management in India. Research Journal of Recent Sciences ISSN, 2277, 2502.
Dhiraj, A. (2014). Green labeling and green scapes in the hospitality and tourism industry: a perspective study of industrial employees attracting brand mark of hospitality organizations in UT Regions. In Strategic Tourism Planning for Communities: Restructuring and Rebranding (pp. 163-172). Emerald Publishing Limited.
Egwuonwu, T. K., (2011). Integrated marketing communications and customer loyalty in Nigeria’s telecommunications industry. International Business and Management, 14(2), 18-28.
Eze, A. C. (2017). Determinants of fast food consumption and preferences among undergraduate students of Ahmadu Bello University, Zaria, Nigeria. FUDMA Journal of Sciences, 1(1), 176-184.
Gordon, R., Carrigan, M., & Hastings, G. (2011). A framework for sustainable marketing. Marketing Theory, 11(2), 143-163.
Gorgievski, M. J., Ascalon, M. E., & Stephan, U., (2011). Small business owners’ success criteria, a values approach to personal differences. J. Small Bus. Manag., 49(2), 207–232.
Govender, J. P., & Govender, T. L. (2016). The influence of green marketing on consumer purchase behavior. Environmental Economics, 7(2), 77-85.
Green Jr, K. W., Zelbst, P. J., Meacham, J., & Bhadauria, V. S. (2012). Green supply chain management practices: impact on performance. Supply Chain Management: An International Journal, 17(3), 290-305.
Gusov, A. Z., Lylova, E. V., Kolganova, E. V., & Eyeberdiyeva, M. M. (2022). Increasing the social responsibility of oil and gas companies in the context of the green economy formation: Russian and Western experience. МИР (Модернизация. Инновации. Развитие), 13(2), 304-321.
Härkönen, U. (2007). Bronfenbrenner’s ecological theory for students and the audience. International Conference ”PERSON. COLOR. NATURE. MUSIC”October 17-21, 2007 Daugavpils University, Daugavpils, Latviaulla
Hasan, Z., & Ali, N. A. (2015). The impact of green marketing strategy on the firm’s performance in Malaysia. Procedia - Social and Behavioral Sciences, 17(2), 463–470. https://doi.org/10.1016/j.sbspro.2015.01.382
Kaplan, R. S., & Norton, D. P. (2013). The Balanced Scorecard: Translating Strategy into Action. Harvard Business Review Press.
Kwarto, F., Nurafiah, N., Suharman, H., & Dahlan, M. (2022). The potential bias for sustainability reporting of global upstream oil and gas companies: a systematic literature review of the evidence. Management Review Quarterly, 1(1), 1-30.
Lay, P. T., Riza, C. & Denni, A. (2025). Drivers of strategic green marketing orientation: An SME owner-manager perspective, Journal of Retailing and Consumer Services, 82 (25), 1041130, https://doi.org/10.1016/j.jretconser.2024.104130
Li, K. K., & Sloan, R. G. (2014). Has goodwill accounting gone bad? Review of Accounting Studies, 2(2), 964-1003.
Nguyen, T. V., & Nguyen, T. D. (2020). The relationship between green marketing strategy, corporate reputation, and business performance: an empirical investigation in tourist companies in Vietnam,” International Research Journal of Advanced Engineering and Science, 5(2), 20-24.
Nistoreanu, P., Aluculesei, A. C., & Avram, D. (2020). Is green marketing a label for ecotourism? The Romanian Experience. Information, 11(8), 389-399.
Obafemi, A. O. & Ihunwo, E. C. (2022). Green marketing practices and business wellness of food and beverages firms in Nigeria, International Academy Journal of Management, Marketing and Entrepreneurial Studies, 9(1), 167-178, DOI: 272142566379112
Okoli, W., Ozuru, H. N., & Ademe, D. G. (2022). Corporate social responsibility and marketing success of oil and gas industry in South-South, Nigeria. GPH-International Journal of Social Science and Humanities Research, 5(10), 39-52.
Omofowa, M. S., Omofowa, S., Nwachukwu, C. & Vu, H. M. (2021). Linking employees commitment, workplace reward and career development to qualify of work life. Turkish Journal of Computer and Mathematics Education, 12(7), 459-467.
Ottman, J. A. (2011). The new rules of green marketing: Strategies, tools, and inspiration for sustainable branding. Berrett-Koehler Publishers.
Paquette, D. & Ryan, J. (2021). Bronfenbrenner’s ecological systems theory. Http://Pt3.Nl.Edu/Paquetteryanwebquest.Pdf.
Polonsky, M. J. (2020). Green marketing and the green consumer: The journey begins. International Journal of Global Environmental Issues, 10(1-2), 1-8. https://doi.org/10.1504/IJGENVI.2010.032916
Qureshi, J. A., Shamsi, A. F., & Arif, F. (2022). Pakistan State Oil: multidimensional strategic issues of a market leader. Emerald Emerging Markets Case Studies, 12(1), 1-27
Samson, N. J. (2023). Effect of green marketing practices on environmental performance: an empirical investigation in kisumu water and sewerage company in Kenya, International Journal of Economics, Commerce and Management, 11(8), 239-248
Sarkis, J. (2018). A strategic decision framework for green supply chain management”, Journal of Cleaner Production, 11(4), 397-409.
Schaefer, A., Williams, S., & Blundel, R., (2020). Individual values and SME environmental engagement. Bus. Soc. 59 (4), 642–675.
Schlosser, E. (2012). Fast food nation: The dark side of the all-American meal. Houghton Mifflin.
Shaukat, F. & Ming, J. (2022). Green marketing orientation impact on business performance: Case of pharmaceutical industry of Pakistan. Front. Psychol. 13(2), 940-958. doi: 10.3389/fpsyg.2022.940278.
Struwig, M., & Adendorff, C. (2018). Consumers' perception of eco-labels in South Africa. Athens Journal of Business & Economics, 4(2), 163-177.
Published
2026-04-08
How to Cite
IHUNWO, P., IGWE, P., & BAZIA, J. N. (2026). Green Selling Antecedents and their effects on Business Performance of Fast-Food firms in Port Harcourt, Nigeria. GPH-International Journal of Social Science and Humanities Research, 9(03), 32-47. https://doi.org/10.5281/zenodo.19470710
Section
Articles
Copyright (c) 2026 Preston Igeoma IHUNWO, Peace IGWE, John Nsaneh Salo BAZIA
The authors and co-authors warrant that the article is their original work, does not infringe any copyright, and has not been published elsewhere. By submitting the article to GPH-International Journal of Social Science and Humanities Research, the authors agree that the journal has the right to retract or remove the article in case of proven ethical misconduct.
Firozpur Jhirka, Haryana, India
