The Level of awareness of green marketing and its managerial implications amongst selected South African manufacturing Small, Medium and Micro Enterprises (SMMEs) in KwaZuluâ€“Natal

Lawrence Mpele Lekhanya

doi:10.22610/jebs.v6i8.523

Abstract

The focus of this paper is to present an exploratory study on the level of awareness regarding green marketing and its managerial implications, among selected, South African Manufacturing Small, Medium and Micro Enterprises (SMMEs), in the province of KwaZuluâ€“Natal (KZN). The concept of green marketing and thought provoking managerial implications are still an issue of concern in the South African manufacturing sector. The study aimed to explore the awareness levels about green marketing by selected South African manufacturing SMMEs in KZN, and the resulting managerial implications. Primary data was collected from 84 manufacturing SMMEs. This research was quantitative in nature and a questionnaire was used to collect data from SMMEs owners/managers in KZN. Findings of the research indicate that SMMEs in the study are aware of green marketing and its managerial implications. It further reveals that SMMEsâ€™ owners/managers indicate that the South African Environmental Act and Consumer Protection Act are additional factors that influence their businesses operations. The paper will benefit SMMEs owners/managers, SMMEs marketing managers, and affiliated stakeholders, by introducing a new understanding of green marketing and how to cope with the demand of new green marketing strategies. Most work on the Green Zone has concentrated on green products, with little emphasis on green marketing and its implications. The findings are limited by the studyâ€™s exploratory, quantitative nature and small sample. Generalisation should be done with care and further research, with a large sample and consideration of other provinces, is therefore recommended.

Highlights

The phenomenon of Green marketing has developed particular significance in the modern market, emerging in the developing and developed world as an important concept, and seen as an essential approach to assist with sustainable development (Shrikanth & Raju, 2012)
The previous section provided a review of literature on problems experienced by South African manufacturing SMMEs
The research demonstrated that there is a need for South African manufacturing SMEs to increase green marketing awareness and understanding of green marketing concept benefits to the sector and its target market

Summary

Introduction

The phenomenon of Green marketing has developed particular significance in the modern market, emerging in the developing and developed world as an important concept, and seen as an essential approach to assist with sustainable development (Shrikanth & Raju, 2012). The green marketing concept emerged as a result of organisations interest in the environment (Hashem & Al-rifai, 2011). According to findings from recent studies, the protection of the environment is of great interest to consumers with a heightened concerned for the degradation of the environment (Juwaheer, Pudarah & Noyaux, 2012). In this regard, Garden, in da Silva (2010) indicates that green will quickly become an important measure for companies and brands, and commendations based on environmental references will play a vital role in decisionmaking of consumers. Eco- friendly initiatives within marketing can encourage customers to instantly give back to the Earth (Williamson, 2013)

Objectives

Methods

Findings

Conclusion