Eco-Product Packaging and Marketing Performance: A Study of Quoted Food and Beverages Firms in Nigeria
Vol. 3, Issue 1, 2019, pp. 29-40. ISSN – 2672-4693 (print) 2672-4685 (online)
In this empirical study, we investigated the relationship between eco-product packaging and marketing performance of 14 quoted food and beverage companies in Nigeria using the pooled least square regression method. Eco-product packaging is measured on an interval scale and data on it were collected primarily from 67 functional managers of the sampled companies based on a 5-point Likert type questions. The reliability of this scale is achieved using the Alpha method which gives a coefficient of 0.78. Marketing performance is defined in terms of sales growth and market share, and data on these variables are obtained from annual reports and accounts of the sampled companies covering a five-year period from 2012 to 2016. The results show that controlling for the influence of technology, eco-product packaging is positively related to both sales growth and market share. However, while the relationship with sales growth is weakly significant, the relationship with market share is insignificant. The effect of technology is also insignificant. It is therefore, our view that firms in the food and beverages sector can significantly increase their sales growth and market share by packaging their products with materials that are eco-friendly using the right technology or efficiently utilizing the existing technology.
Key words: eco-product packaging, marketing performance, market share, sales growth.
