Influence of Entrepreneurial Green Process Marketing On Innovation Performance of Manufacturing SMEs in Nairobi, Kenya
DOI:
https://doi.org/10.53819/81018102t7028Abstract
The study aimed at determining the influence of entrepreneurial green process marketing on innovation performance of Manufacturing SMEs in Nairobi. The study used a descriptive design targeting a population of 172 SMEs in the manufacturing sector in Nairobi County, using management personnel of the firms under study. Stratified random sampling technique was utilized to sample 120 owner managers. Gathering of primary data was done through questionnaires and interview guides and secondary data sourced from existing literature. Pilot study was carried out to ensure that the instruments were reliable while validity was tested through consultations with the supervisors and experts. Quantitative data analysis was done using both descriptive and inferential statistics and the association of independent and dependent variables verified using multiple regression models. The aggregate mean responses on statements about entrepreneurial green process marketing and innovation performance of Manufacturing SMEs sector is 3.75, an indication that majority of the respondents agreed that entrepreneurial green process marketing affect innovation performance of manufacturing SMEs. The aggregate standard deviation of 1.38 is an indication that the response by respondents were clustered around the mean. The study recommends that SMEs in Kenya to adopt green process marketing practices since they lead to enhanced innovation performance. The practices should include changes in techniques, reduced carbon emission processes and green disposal. This can be adopted using diverse productive manufacturing processes to optimize performance in the market, to appeal to the consumers and hence be competitive in the market sustainably.
Keywords: Entrepreneurial green process marketing, innovation performance, Manufacturing SMEs
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